Disney Is Going All In On Ai — Here’s What That Means

There may not be a hotter topic on the planet right now than the use of artificial intelligence, or AI. There has recently been a lot of blowback against generative AI, in particular, which is often accused of illegally using copyrighted materials. This has even resulted in some legal actions. For example, both Disney and Universal have filed a lawsuit against Midjourney, a generative AI tool, over copyright infringement.

Then there are the environmental concerns, especially with the large amounts of energy and water that AI data centers need to operate. However, it seems like, despite the controversy, AI is here to stay. In Disney’s case, the company recently doubled down on its commitment to embracing technology, including AI tools, more aggressively.

One of the main ways Disney is incorporating AI into its business is by requiring its employees to use AI tools. Disney employees are already using Anthropic’s Claude AI and Cursor AI, both coding platforms, sometimes as many as billions of times in one week. Disney is using an AI Adoption Dashboard that shows which Cast Members are using the most AI tokens by posting a leaderboard. This is how Disney is encouraging employees to use AI tools more often.

Disney has also shown interest in using AI for other projects. In 2025, Disney partnered with OpenAI to allow Disney characters for AI-generated content, becoming the first content licensing partner on Sora, a tool that allows users to generate short, user-prompted videos that can be viewed and shared. However, Disney pulled out of the deal in March 2026 after the company announced it would shut down Sora. But the deal showed Disney’s willingness to license its content to be used for AI-generated content.

Disney spoke about its dedication to using AI during the earnings call, referring to AI as a meaningful long-term opportunity that can be used in a way that still respects human creativity. Disney believes AI can make the production process more efficient and increase the amount of content the company can put out. But the idea is not to replace human creativity, but to give human creatives better tools to help them do what they do best.

Disney wants to use AI with streaming platforms, too, to do everything from offering hyper-personalized recommendations to users to implementing AI for the company’s advertising partners. With theme parks and experiences, Disney wants to use AI to make it easier for families to plan their trips and optimize their time spent in the parks. AI could also be used to predict labor demand by forecasting how much workforce is needed across theme parks.

So Disney is committed to using AI, but it does seem to have an idea of how it wants to implement it throughout the company. We’ll have to see how AI is utilized in the future in the parks and beyond, but if it means more of these adorable little droids, well, we’re all in.

We’ll be covering ALL Disney news, so stay tuned to DFB for more.

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