Disney has recently launched an AI task force to delve into the potential applications of artificial intelligence across its entertainment empire.
As first reported by Reuters, this endeavor comes at a time when Hollywood is grappling with concerns about AI's impact on jobs, as writers and actors stand at the forefront of a strike against the industry's technological evolution.
Amidst this backdrop, Disney's foray into AI signifies a bold step toward reshaping the future of entertainment.
Exploring the Possibilities of AI
The task force, initiated earlier this year before the Hollywood writers' strike, is charged with exploring the diverse applications of AI within Disney's multifaceted domains.
According to insiders, the initiative aims to cultivate AI solutions in-house while also forging partnerships with startups specializing in the field. This effort is evident in Disney's 11 active job openings, explicitly targeting candidates with expertise in artificial intelligence and machine learning.
The scope of these positions spans Disney's broad spectrum of operations - from its iconic Walt Disney Studios to the imaginative worlds of its theme parks and the ingenious minds at Walt Disney Imagineering.
Even the advertising team is poised to embrace AI's potential with the aspiration to construct a revolutionary AI-powered advertising system.
It is worth mentioning that Disney has already begun its venture into AI. We previously reported in June that the Disney+ series "Marvel's Secret Invasion" has integrated AI-generated artwork into its opening title sequence.
Regrettably, not everyone in the artistic community fully embraces the potential of AI. In reality, there are some artists who express disappointment with the initial sequence of the latest Marvel series.
AI's Role in Streamlining Hollywood
For Disney, AI represents not only innovation but also an avenue to address the soaring costs of movie and television production.
The astronomical budgets associated with major film releases necessitate equally massive box office earnings for profitability. With its potential to streamline production processes and curb expenses over time, AI promises to reshape this financial landscape.
Furthermore, Disney envisions AI's integration into its parks business to enhance customer support and create novel interactive experiences. One of the notable achievements in this regard is Project Kiwi.
This machine learning-driven endeavor brought the beloved character Baby Groot to life as a small, free-roaming robot. This innovation indicates Disney's intention to weave AI into its entertainment offerings seamlessly.
Hollywood's Controversial Relationship with AI
However, Disney's strides into AI are met with a backdrop of uncertainty and resistance within the industry. Hollywood's writers and actors perceive AI as a potential threat to their livelihoods, culminating in strikes that spotlight the industry's reluctance to embrace this transformative technology.
The Screen Actors Guild and the Writers Guild of America stand at the forefront of this movement, negotiating for safeguards against the perceived displacement AI could bring.
Disney's approach to AI within this contentious landscape is cautious. The recent visual effects work on the latest "Indiana Jones" film highlighted the extensive labor invested in digitally "de-aging" an aging actor, underscoring the value of human expertise in the entertainment process.
WGA's Demands
The Writers Guild of America (WGA) strike revolves around demands for improved pay, better healthcare benefits, and equitable compensation for streaming content.
The strike, involving over 11,000 members, underscores the growing importance of addressing the implications of AI and the evolving streaming landscape on the writing profession.
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