The Scoop: AI meets Mickey: Disney stakes its claim on the future of creative content

Disney is making a major move into AI by signing a three-year partnership with OpenAI and investing $1 billion in the company.

The deal lets OpenAI use more than 200 Disney, Marvel, Pixar and Star Wars characters in its tools. That means fans will be able to create short, AI-generated videos with characters like Moana, Iron Man or Baby Yoda.

Some of those videos could even appear on Disney+. Disney will also use OpenAI’s tech inside the company for new products and creative tools, Mashable reports.

Disney CEO Bob Iger says the partnership isn’t a threat to human creators. He stressed that the deal does not allow OpenAI to use actors’ real faces or voices, and that Disney added strict guardrails to protect talent.

He said the goal is to modernize how Disney reaches fans, not replace creative jobs.

“If it’s going to happen regardless, then we’d rather participate in the rather dramatic growth, rather than just watching it happen and essentially being disrupted by it,” Iger said.

Why it matters: This is one of the biggest entertainment–tech deals we’ve seen. And it shows a major shift in how stories and characters might be used in the future.

For creators and fans, the move raises understandable worries about AI taking over creative work. Known for fiercely protecting its IP, Disney is trying to get ahead of those concerns by talking openly about safety rules and respect for human talent. But they’re also admitting they’d rather have control over how AI is used than be subject to it.

For PR pros, this shift could also affect how campaigns are built. Expect more AI-generated content, tighter rules on character use and new kinds of collaborations between tech and creative teams.

Brands should also focus on understanding how this move affects what’s possible, what’s allowed and how to keep brand values front and center.

On a higher level, this deal shows the entertainment industry is entering a new era. Traditional media, tech platforms and AI tools are blending fast.

PR teams will have to adapt to faster timelines, new storytelling formats and changing expectations from audiences who want more participation and personalization.

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Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at [email protected].