During Disney‘s recent annual shareholder meeting, CEO Bob Iger has addressed how the company will utilized generative artificial intelligence in its upcoming movies and TV shows, without compromising its rich IP and the work of its creatives.
“AI may, in fact, be the most powerful technology that our company has ever seen, including its ability to enhance and enable consumers to access, experience and enjoy our entertainment,” Iger said.
What are Disney’s AI rules?
Iger has also opened up about AI’s current role in the company, revealing that it has already enabled the “company to be more efficient, and we’re [there] only just beginning to deploy it for those purposes.” However, he assured those who are wary about the Disney AI usage that they have set in place three important rules for the company.
“Given the speed that it is developing, we’re taking precautions to make sure of three things: One, that our IP is being protected. That’s incredibly important,” Iger said. “Second, that our creators are being respected, and last, that our customers are being considered and valued, particularly as this technology emerges rapidly.”
Disney+ Has the Best Bundle in the Business
Sign-up today for access to Disney+, Hulu, and ESPN+
Generative AI continues to be a controversial topic within the industry, especially after it has been one of the main concerns during the 2023 writers and actors’ strikes. Iger stressed that the company will continue embracing new technologies, as he acknowledges it as invaluable tools that will further help their artists in crafting their works.
He added, “We believe in the power and the value and the importance of human creativity, and we also appreciate from over 100 years of experience that technology is an invaluable tool for artists, whether they’re filmmakers or Imagineers.”
(Source: The Hollywood Reporter)
