Disney Invests in OpenAI as 200+ Characters Come to Sora’s AI Video Generator
Have you ever wanted to create videos using Disney characters without finding yourself in Disney’s crosshairs? That time is coming. This morning, The Walt Disney Company and OpenAI announced a 3-year agreement to bring over 200 Disney, Marvel, Pixar, and Star Wars characters to Sora, OpenAI’s video generator. As part of the agreement, Disney will invest $1 billion in OpenAI with the option to purchase additional equity in the future.
Bob Iger, Disney’s CEO, explains what this deal means for Disney fans:
“Bringing together Disney’s iconic stories and characters with OpenAI’s groundbreaking technology puts imagination and creativity directly into the hands of Disney fans in ways we’ve never seen before, giving them richer and more personal ways to connect with the Disney characters and stories they love.”
How will they actually do that? Starting in early 2026. Sora users will be able to enter text descriptions into the app and generate movie-like videos featuring Mickey Mouse, R2-D2, Elsa, and many other characters. The deal doesn’t include rights to use actors’ real voices or human likenesses, however. Some of these fan-generated Sora videos may even be shown on Disney+.
Protecting IP
This agreement comes a day after Disney sent a cease-and-desist letter to Google, claiming the tech giant is “infringing [on] Disney’s copyright on a massive scale.” Among other things, Disney asserts Google is using its IPs to train and develop its artificial intelligence models.
Disney has spent 100+ years voraciously protecting its characters, but they’re facing an uphill battle with AI. Yes, lawyers will keep sending those letters, but Disney is also providing users with a way to generate authorized content. Rather than saying “No AI ever,” they’re saying “Here, use this officially licensed Mickey instead of the one that comes with those weird teeth on the other platforms.”
It’s a pragmatic approach, one that accepts that, while inevitable, AI is something to be managed. Disney doesn’t want a flood of realistic Baymaxes out there saying offensive things. Sora’s platform prevents users from creating videos that include off-brand behavior, adult content, or politics.
Does that mean Sora’s content will be perfect? I doubt it. And if it does output something ridiculous, get ready for Turkey-worthy content.
What about copyrights?
AI-generated output can’t be copyrighted under current U.S. law, but Disney still owns the copyrights and trademarks for any characters that appear in Sora-made videos. That means these clips will be treated as derivative works of existing Disney IP. Disney doesn’t need to copyright each video; the character rights already cover them.
Disney embraces AI
Sora-generated content isn’t the only part of the deal. Disney will also be using several OpenAI APIs to “build new products, tools, and experiences, including for Disney+.” ChatGPT will also be made available to employees. In short, Disney is fully embracing AI.
How this impacts creative endeavors remains to be fully seen, but we’re already catching glimpses of the future. That new Olaf robot? Its movements were refined using reinforcement-learning AI. And over at the Monstropolis coaster, those iconic doors could be 3D-printed from AI-generated models.
AI is becoming part of Disney’s creative process (and part of the audience’s). We only hope that artists and creators can use these new tools rather than be replaced by them, and that the human side of storytelling remains the focus.
