At Disney‘s most recent gathering of shareholders, CEO Bob Iger discussed their plans to integrate generative artificial intelligence into future films and television productions, while ensuring that this innovative technology doesn’t undermine the value of their intellectual property or the efforts of their creative team.
AI could potentially be the most impressive piece of technology our company has encountered yet, offering consumers an enhanced opportunity to engage, interact with, and derive pleasure from our entertainment offerings, as Iger stated.
What are Disney’s AI rules?
Iger has shared insights on how AI is currently utilized within the company, explaining that it’s helping increase efficiency and we’re merely scratching the surface of its potential applications. Yet, he alleviated concerns regarding Disney’s use of AI by disclosing that they have established three critical guidelines for its implementation.
As this exciting project advances at a remarkable pace, I’m taking necessary measures to ensure three crucial aspects: Firstly, I’m ensuring the protection of our intellectual property, understanding its significance. Secondly, I’m focusing on respecting our creators, appreciating their contributions. Lastly, I’m prioritizing the consideration and valuing of our customers, especially as this technology evolves swiftly.
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The debate over Generative AI remains heated within the industry, particularly following its role during the 2023 writers and actors’ strikes. However, Iger affirmed that the company is committed to adopting new technologies, recognizing them as indispensable resources for enhancing their artists’ creative processes.
He stated, ‘We firmly hold the conviction that human creativity holds immense power, significance, and worth. Over a century of experience has taught us that technology serves as an indispensable asset to artists, be they filmmakers or Imagineers.’
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2025-03-21 23:10