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Disney will invest US$1 billion in OpenAI and will allow the startup to use characters from the Star Wars, Pixar and Marvel franchises in its Sora AI video and image generator. It's a landmark deal that could change the way Hollywood creates content.
The partnership, announced Thursday, is a key step in Hollywood's embrace of generative artificial intelligence, despite industry concerns about the impact of AI on creative jobs and intellectual property rights.
As part of the agreement, Sora and ChatGPT Images are expected to begin creating fan-requested videos featuring licensed Disney characters in early 2026.
Companies will use OpenAI models to create new products, tools and improve the customer experience, including for Disney+ subscribers.
The partnership comes months after a leading Hollywood talent agency sharply criticized the same technology Disney is now using.
Creative Artists Agency, which represents thousands of actors, directors and music artists, said in October that OpenAI was exposing artists to “significant risk” through Sora, questioning whether the AI ​​company believes creative professionals “deserve to be rewarded and praised for the work they create.”
Thanks to the deal with OpenAI, a selection of user-generated videos will be available for streaming on the Disney+ platform. The company will also roll out ChatGPT to its employees, the companies said.
The joint collaboration will also include the creation of images in ChatGPT based on the same Disney intellectual property.
