Disney+ is preparing for a major transformation with AI-powered user-generated content, gamified experiences, and a partnership with Epic Games. The new features announced by Bob Iger and Disney’s AI strategy are under the microscope.
Disney CEO Bob Iger announced at today’s investor meeting that a major transformation is on the way for Disney+. The platform will expand with new AI-powered features and offer subscribers the ability to produce Disney-themed content.
Interactive Viewing Experience with Artificial Intelligence
Iger stated that AI will bring a much more interactive user experience to Disney+. According to The Hollywood Reporter, the CEO said users will be able to create short, Disney-themed content and watch other users’ shares. Thus, the doors will open for an era of user-generated content (UGC) on the platform.
New Gamified Experiences with Epic Games Collaboration
Disney+ is preparing to expand its existing partnership with Epic Games. The collaboration, strengthened by themed seasons like Star Wars and The Simpsons in Fortnite, will now be reflected on Disney+. New interactive content with a gaming feel will be added to the platform.
Iger, recalling the need for a quick fix after the AI-voiced Darth Vader character produced inappropriate expressions during Fortnite’s Star Wars season, emphasized the importance of using such technologies carefully.
The Biggest Technological Innovation Since 2019
Iger described these additions as the “biggest and most comprehensive change in terms of product and technology” since Disney+’s 2019 launch. On the studio front, Disney is moving both ambitiously externally and cautiously internally regarding AI.
Hollywood’s AI Lawsuits and Disney’s Stance
Disney, along with other giant studios like Universal and Warner Bros., is involved in lawsuits against AI companies like Midjourney and MiniMax. The reason: the unauthorized reproduction of copyrighted characters using artificial intelligence.
However, the company is also exploring the use of AI in its own content. According to a Wall Street Journal report in August, Disney executives attempted to utilize AI in the live-action Moana adaptation and Tron: Ares projects, but these ideas were shelved due to copyright and potential public backlash.
Copyright Negotiations Continue, but Public Concern Persists
Iger said in his statement today that they are having “productive discussions” with some AI companies but did not specify which ones. He stated their goal is to reach an agreement that will protect Disney’s intellectual property.
Public reaction, however, remains a big question mark. Disney’s subsidiary Marvel Studios received intense criticism in 2023 for the AI-generated opening credits of the series Secret Invasion. Allegations of AI traces in the posters for the Fantastic Four: First Steps movie earlier this year led to a similar reaction.
Disney in the Shadow of Public Relations Crises
Disney has recently been experiencing a loss of public trust due to some political debates and controversial decisions. The company faced a significant boycott wave, especially after the temporary removal of Jimmy Kimmel following his comments about the death of right-wing activist Charlie Kirk.
Will “AI videos with Grogu and Spider-Man” Calm the Controversy?
Disney is preparing to test a new era by allowing users to create short, AI-powered videos with beloved characters like Grogu and Spider-Man. Will this innovation be enough to regain the trust the platform has lost? The company aims to get the answer soon.
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