Disney has established a dedicated task force to explore the integration of artificial intelligence (AI) across its operations, according to sources close to the company. This move comes as Disney recognizes the importance of harnessing AI to remain competitive and relevant. The task force aims to tap into AI’s potential applications, with 11 job openings across various divisions, including Walt Disney Studios and theme parks, seeking AI and machine learning expertise.

AI-Powered Innovations Across Disney’s Spectrum

Disney’s venture into AI is exemplified by a “next-generation” AI-powered advertising initiative within its television and advertising department. The company envisions AI not only as a cost-cutting tool for movie and TV production but also as a means to enhance customer support within its parks business. This strategic approach reflects a broader industry trend, with streaming giant Netflix also embracing AI through high-paid positions aimed at integrating AI solutions.

Metaverse Shift and Industry Dynamics

Meanwhile, Disney’s metaverse chief, Mike White, has officially parted ways with the company, following the shutdown of the metaverse division earlier this year. The entertainment industry at large is grappling with the rise of AI, as seen in the ongoing Hollywood strike involving stakeholders like writers, actors, and talent agency SAG-AFTRA. While AI’s presence in writing rooms sparked initial debates, actors are now contesting proposals related to their digital likeness rights.

Disney’s proactive move to leverage AI underscores its commitment to staying at the forefront of technological innovation while navigating evolving industry dynamics.