If you’re afraid of generative AI becoming a major player in the field of entertainment, then you might want to cover your eyes. Disney, one of the biggest media companies in the world, and the one that owns successful franchises like Star Wars, has just signed a very controversial deal with an AI company. Per The Hollywood Reporter, Disney has signed a three-year deal with OpenAI and decided to invest $1 billion in Sora, the AI creation platform. With this deal, those using Sora can now access Disney’s giant catalog of characters and franchises, and use them for their own clips.
Although months ago, we reported that Disney was suing a company for copyright infringement over the use of their properties in AI-generated videos, the studio is now trying to make money out of this. The news arrives in times of turmoil regarding the ever-expanding power of AI technology, and its uncontrolled use in the arts. But as controversial as the deal may seem, Disney head Bob Iger celebrated their new partnership:
“Technological innovation has continually shaped the evolution of entertainment, bringing with it new ways to create and share great stories with the world. The rapid advancement of artificial intelligence marks an important moment for our industry, and through this collaboration with OpenAI we will thoughtfully and responsibly extend the reach of our storytelling through generative AI, while respecting and protecting creators and their works.
“Bringing together Disney’s iconic stories and characters with OpenA’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.”
It’s All for the Sake of “Interactive Fan Fiction”
Naturally, a large chunk of Disney fans will be infuriated by this recently announced deal. While everyone can actually consume what they want, and the technology’s detractors can willingly stay away from anything created by generative AI, it does hurt a bit when a cultural landmark you’ve grown up with is used in ways you may not expect.
Disney has just approved the use of iconic images for whatever fans can think of. There are no limits to what Sora can do in terms of creation, and while this won’t affect the properties we’re very fond of, it does give fans some kind of power. Universes like the MCU and Star Wars are some of the most popular properties that Disney has protected over the years, but this deal invalidates this because “interactive fan fiction” seems more important. Sam Altman, an OpenAI head and the founder of the controversial organization, addressed this when expressing his excitement over the Disney deal:
“Disney is the global gold standard for storytelling, and we’re excited to partner to allow Sora and ChatGPT Images to expand the way people create and experience great content. This agreement shows how AI companies and creative leaders can work together responsibly to promote innovation that benefits society, respect the importance of creativity, and help works reach vast new audiences.
“We are hearing from a lot of rightsholders who are very excited for this new kind of interactive fan fiction, and think this new kind of engagement will accrue a lot of value to them.”
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