The Walt Disney Company has recently made headlines with the creation of its AI task force, aimed at studying the potential applications of artificial intelligence across the organization. This move showcases Disney’s commitment to embracing emerging technologies and leveraging them to enhance various aspects of its operations.Â
Hopping onto the bandwagon, Disney’s machine learning tricks of the trade are to try and test a technology to witness its implications and advantages firsthand. What is the Disney AI Task Force and what can it do? Technowize brings you a feature on Disney’s tryst with artificial intelligence.Â
The Disney AI Task Force: Machine Learning and Artificial Intelligence
Disney launched its AI task force earlier this year, prior to the onset of the Writers Guild of America (WGA) strike in May. The task force comprises a team of experts dedicated to exploring the potential applications of AI within Disney’s diverse range of operations.
Groot’s humanoid robot is quite spectacular. (Image Courtesy – Walt Disney)
Despite Disney’s reluctance to comment on the task force, many sources suggest that the company has listed eleven job descriptions related to AI and machine learning across various departments, including Walt Disney Studios, Parks, Imagineering, Disney Branded Television, and its advertising team. These positions highlight Disney’s dedication to incorporating artificial intelligence expertise into its workforce and leveraging the technology’s capabilities across multiple domains.
It’s worth noting that Disney’s use of AI in the post-production space primarily revolves around augmenting digital effects, rather than replacing actors or screenwriters. This distinction is crucial, as it addresses concerns raised by striking writers and actors who view generative AI as a potential threat to job security.
The introduction of AI tools in post-production enables Disney to enhance the quality and realism of visual effects in its movies and TV shows. By leveraging AI-generated effects, Disney can create stunning visuals that captivate audiences while still relying on the creativity and talent of human creators.
Objectives and Applications of Disney’s AI Task Force
The Disney AI task force has set forth several key objectives, including cost reduction in movie and TV productions and the enhancement of customer support experiences within the theme parks. By harnessing the power of AI and machine learning, Disney aims to streamline processes, increase efficiencies, and create more personalized and immersive experiences for its guests.
One intriguing aspect of Disney’s AI endeavors is the development of a Baby Groot robot capable of learning, moving, and potentially interacting with park guests. This ambitious project showcases Disney’s commitment to pushing the boundaries of entertainment technology and creating innovative experiences that blur the lines between imagination and reality.
Disney CEO Bob Iger has expressed his enthusiasm for the potential benefits of AI in various aspects of the company’s operations. During a recent earnings call, Iger highlighted the opportunities and efficiencies that AI presents, emphasizing its ability to better serve consumers and optimize internal processes. However, Iger also acknowledged the challenges of managing AI, particularly from an intellectual property (IP) management perspective.
In a lighthearted remark, Iger even mused about the possibility of an AI version of himself taking his place on earnings calls in the future. While this may be a playful notion, it underscores the growing importance of AI in the corporate world and its potential to reshape traditional roles and responsibilities.
The Larger AI Landscape in the Entertainment Industry
Disney is not alone in recognizing the value of AI in the entertainment industry. Other major players, including Netflix, Sony, and Donald Glover’s company, have also listed AI-related roles, reflecting the increasing demand for AI expertise. This trend has caught the attention of industry unions such as SAG-AFTRA, who view AI as a potential disruptor that could impact job opportunities for their members.
Duncan Crabtree-Ireland, SAG-AFTRA’s lead negotiator, has raised concerns about the significant salaries offered for AI-related positions, suggesting that companies may be strategically positioning themselves for a post-strike future by investing in AI and automation.
While concerns about job displacement and the impact on creative roles persist, Disney’s focus on utilizing AI to augment, rather than replace, human talent demonstrates a cautious and thoughtful approach. As the entertainment industry continues to evolve, the collaboration between AI and human creativity may pave the way for groundbreaking storytelling and unparalleled experiences.