Disney is integrating generative AI into its operating model

For a company built on intellectual property, size creates a familiar tension. Disney must produce and distribute content in many formats and audiences while maintaining tight control over rights, safety and brand consistency. Generative AI promises speed and flexibility, but uncontrolled use risks creating legal, creative and operational burdens.

Disney’s deal with OpenAI shows how a large, IP-heavy company is trying to resolve this tension by integrating AI into its operating system rather than treating it as a side experiment.

As part of the agreement, Disney will become both a licensing partner and a major corporate customer. OpenAI’s Sora video model will be able to generate short, user-controlled videos featuring a defined set of Disney-owned characters and environments. Separately, Disney will leverage OpenAI’s APIs to develop internal tools and new customer experiences, including integrations related to Disney+. The company will also use ChatGPT internally for employees.

The…