Disney is uniquely poised to integrate AI into its operations, as one of the most diversified and data-intensive entertainment companies on earth, producing countless models and collecting tons of data about everything from the way that guests of its theme parks spend their money (and time) to what you’re watching on Disney+, the company’s direct-to-consumer streaming platform.
An imminent announcement of an AI partnership will surely produce blowback from the creative community, especially if the initiative will mean cuts to creative departments that are already feeling the pinch. The company eliminated more than 4,000 staff members (“cast members” in Disney-speak) in the spring of 2023 and increased its target to 8,000. (It ended up with about 7,000 layoffs by the end of the year.) The last round of layoffs happened in September and impacted roughly 300 people.
While AI is commonly utilized in Disney productions – everything from calculating the way that Ember’s fire moved in “Elemental” to creating a more lifelike young Luke Skywalker in “The Mandalorian” – a concerted effort from Disney to use the technology in all aspects of production is significant shift.
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