Disney forms AI task force to reduce costs – sources.
Disney forms AI task force to reduce costs - sources.
Disney Explores the World of Artificial Intelligence
Walt Disney has always been at the forefront of technological innovation, and now it’s setting its sights on artificial intelligence (AI). Despite facing opposition from Hollywood writers and actors, Disney has created a task force to study AI and its potential applications across its vast entertainment empire. With 11 job openings seeking AI and machine learning experts, Disney is clearly committed to embracing this cutting-edge technology.
Taking a Deep Dive into AI
The task force, launched earlier this year, aims to explore AI both through in-house development and partnerships with startups. Disney’s interest in AI extends across its various divisions, from Walt Disney Studios to the company’s theme parks and engineering group, Walt Disney Imagineering. Even the advertising team is looking to build a “next-generation” AI-powered ad system. With such a wide-ranging approach, Disney aims to leverage AI to solve a variety of challenges and drive innovation.
The soaring costs of movie and television production have always been a concern, with budgets for major films often exceeding $300 million. These hefty budgets necessitate huge box office returns just to break even. AI could be a valuable tool in controlling production costs, reducing expenses over time and allowing for more sustainable business models.
For Disney’s theme parks, AI offers the potential to enhance customer support and create novel interactions. Imagine a future where AI-driven characters roam the parks, interacting with guests in delightful and immersive ways. One example is Project Kiwi, which employed machine learning techniques to create Baby Groot, a small robot that mimics the movements and personality of the “Guardians of the Galaxy” character. Baby Groot is just the beginning, as AI-driven characters could soon be a staple in Disney’s parks, enriching the guest experience.
AI’s Impact on the Entertainment Industry
AI has become a contentious issue in Hollywood, where industry professionals fear it will replace jobs. The Screen Actors Guild and the Writers Guild of America have even gone on strike to address AI’s potential threat. However, an internal advocate within Disney believes the company must embrace AI to avoid obsolescence. AI, when used thoughtfully, can help streamline production processes and create more efficient business models.
- Republicans overestimated voter concern for ‘woke CEOs’.
- Wealth managers argue against chasing the recent market rally despi...
- Over $200 billion of Apple’s market cap has vanished since Th...
Disney has navigated these concerns with caution, as evidenced by the way it discussed AI in relation to its latest “Indiana Jones” movie. Visual effects supervisors highlighted the extensive efforts of over 100 artists who spent three years “de-aging” Harrison Ford to make him appear younger. By emphasizing the human effort behind the scenes, Disney balanced the integration of AI with the creative labor of its skilled professionals.
Disney’s Technological Journey
Technological innovation has been a hallmark of Disney since its early days. In 1928, Disney debuted “Steamboat Willie,” the first cartoon to feature a synchronized soundtrack. Over the years, Disney has amassed over 4,000 patents across its theme parks, films, and merchandise. This commitment to innovation has been reaffirmed by Disney’s CEO, Bob Iger, who made technology a priority when he first took the helm in 2005.
To foster technological advancement, Disney established research and development initiatives with top universities worldwide. The company funded labs at renowned institutions such as the Swiss Federal Institute of Technology in Zurich and Carnegie Mellon University in Pittsburgh. While the Pittsburgh lab closed in 2018, Disney’s commitment to research and development remains strong.
Disney’s research group has been active in exploring AI, machine learning, and visual computing in Switzerland. It has successfully created “digital humans” that are indistinguishable from real people, using their technology to enhance digital effects in films. This approach augments human actors’ performances rather than replacing them entirely. Disney’s extensive research and dedication to technological advancements have positioned it as an industry leader in the fusion of AI and entertainment.
AI Characters in Disney’s Universe
Disney Imagineering, the division responsible for creating immersive experiences, showcased its first AI-driven character in the Star Wars Galactic Starcruiser hotel. The D3-09 cabin droid is not only an engaging character for guests to interact with but also an impressive piece of technology behind the scenes. Through conversations with guests, the droid learns and adapts, making each interaction unique and memorable. This AI-driven character demonstrates the boundary-pushing innovation that Disney is known for.
The Future Looks Magical
Disney’s interest in AI is not just a passing fad. It represents a focus on leveraging technology to create more immersive storytelling experiences and improve operational efficiency. Through AI, Disney aims to create cost-effective production models, enhance customer interactions in its theme parks, and develop engaging characters that captivate audiences. By blending the magic of Disney with the possibilities of AI, the future promises to be a truly enchanting experience for both creators and audiences alike.
Note: This article was written based on information from various sources and interviews with industry insiders, but Disney declined to comment specifically on its AI initiatives.