Disney once viewed artificial intelligence largely through the lens of copyright disputes and creative ownership concerns. Now, the entertainment company is looking for ways to use the technology across its business, from animation and filmmaking to theme parks and financial operations.
The change is becoming visible in its work with technology companies. Disney has entered a multi-year partnership with Adobe to develop generative AI tools using its intellectual property. The idea is to give creative teams new ways to produce and modify visual content without losing the look associated with Disney's characters and stories.
For a company built around familiar characters and carefully managed franchises, that distinction matters. Disney wants the benefits of AI, but it also wants control over how its content is used.
Some of the work is already happening behind the scenes. Disney's Imagineering team has been testing AI tools that can turn basic drawings into more detailed concept images. Designers can explore different versions of an attraction before committing time and money to a full development plan.
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The technology could also change how teams prepare ideas for new films and entertainment experiences. Instead of starting every visual concept from scratch, artists can use generated material as an early reference and then refine it.
Disney is also exploring AI applications with ESPN, including ways to make its large archive of sports content easier to use and improve the viewer experience.
Disney's growing interest in AI does not mean its concerns about the technology have gone away. The company has previously taken legal action over the unauthorized use of copyrighted material, including its characters.
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That tension remains central to its strategy. Disney wants to develop tools around content it owns rather than allow others to use its intellectual property without permission.
The company now faces a practical question: how much can AI speed up the creative process without weakening the work that makes Disney's films, parks, and entertainment recognizable?