Here’s how Disney CEO Bob Iger says AI can soup up Disney+
In a recent earnings call, Disney CEO Bob Iger highlighted the transformative potential of artificial intelligence (AI) in enhancing the Disney+ streaming experience. Iger expressed enthusiasm about leveraging AI to create a more engaging platform for users, envisioning features that would allow subscribers to generate and consume short-form content. This shift towards user-generated content aligns with broader trends in entertainment, where platforms like TikTok and YouTube have gained immense popularity. Iger noted that these advancements could not only make the Disney+ app more “sticky” but also serve as a promotional engine for Disney’s theme parks and gaming initiatives, particularly following the company’s investment in Epic Games last year.
However, Iger’s optimism about AI is tempered by the need to safeguard Disney’s intellectual property (IP) in an era where AI technologies are capable of generating content that closely resembles existing works. In June, Disney, together with NBCUniversal, filed a lawsuit against AI company Midjourney, alleging that its technology produced unauthorized reproductions of iconic franchises such as Star Wars and The Simpsons. Although Midjourney has denied these claims, the case underscores the complex challenges that AI poses for content creators and entertainment giants alike. Iger emphasized that Disney is actively engaging with various AI companies to explore solutions that would protect its IP while fostering innovative consumer engagement. He remains hopeful for a resolution that balances the industry’s need for creativity with the imperative to secure original content rights.
Iger’s comments reflect a broader sentiment within Hollywood, where many companies are navigating the dual-edged sword of AI technology. On one hand, AI presents opportunities for efficiency in production and enhanced consumer interactions; on the other, it raises significant legal and ethical questions about copyright and ownership. As Disney continues to explore AI’s capabilities, it is clear that the company is committed to finding a path forward that embraces innovation while protecting its storied legacy.
Disney CEO Bob Iger talked up AI’s potential benefits to the company.
Michael Reaves/Getty Images
Disney CEO Bob Iger spoke about AI’s potential to enhance the Disney+ user experience.
Iger envisions AI enabling user-generated content and deeper engagement on Disney+.
He also stressed Disney’s need to protect its IP in the AI era.
AI is a fraught topic
in Hollywood, but Disney CEO Bob Iger is bullish on using the tech to soup up the Disney+ experience.
On the company’s fourth-quarter earnings call on Thursday, Iger made extensive comments about the potential he sees for AI to enhance Disney’s direct-to-consumer strategy.
Specifically, he said he’s excited about using AI to make the Disney+ app stickier, including allowing users to create short-form content.
AI is going to “provide users of Disney+ with a much more engaged experience, including the ability for them to create user-generated content, and to consume user-generated content, mostly short form, from others,” Iger said during the Q&A portion of the earnings call.
He also said users could expect Disney+ to become more of an engine to promote the company’s theme parks and games (following the company’s investment in
Epic Games
last year).
The comments demonstrate how Disney — like other Hollywood players — is looking for new ways for people to interact with its platforms and brands amid the growing popularity of user-generated content platforms and independent creators.
AI isn’t all roses for Disney. The company has been wary of the tech’s risk to its IP. In June, Disney, along with Comcast’s NBCUniversal studio unit, sued AI company Midjourney, claiming its tech created unauthorized copies of works ranging from Star Wars to The Simpsons. Midjourney denied the claims in its legal response. The suit is ongoing.
In some of Iger’s most wide-ranging public comments on AI to date, he went on to say that he sees ways to use AI to drive efficiency in the production process and across the company, as well as to collect and mine data.
He also shared that the company was having extensive conversations with
AI companies
to protect its IP as well as create more engagement with consumers. He didn’t cite any companies by name, but
Fable Studios
, a startup that has an AI streaming platform that lets users make their own shows and play with existing IP, has said it’s been in talks with Disney, among others.
“I’m hopeful that ultimately we’ll be able to reach some agreement, either the industry or the company on its own, with some of these entities that would in fact reflect our need to protect the IP,” Iger said.
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Eric
Eric is a seasoned journalist covering Business news.
