Walt Disney has established a special committee to explore the potential applications of artificial intelligence (AI) within its expansive entertainment empire, despite ongoing disputes between Hollywood writers and actors over the utilization of AI in the industry. Initiated earlier this year, predating the Hollywood writers' strike, the committee's objective is to internally develop AI solutions and also establish collaborations with startups. The company's active pursuit of AI is substantiated by the existence of 11 job vacancies specifically targeting individuals skilled in artificial intelligence or machine learning. These positions span various segments of Disney, including Walt Disney Studios, the engineering unit Walt Disney Imagineering, Disney-themed television, and even the advertising department, which seeks to establish an advanced AI-driven advertising system.
An undisclosed internal advocate noted that traditional media giants like Disney must embrace AI or risk becoming obsolete. This advocate views AI as a potential tool to manage the increasingly high costs of film and television production, particularly for major releases like "Indiana Jones and the Dial of Destiny" or "The Little Mermaid," where budgets can easily reach 300 million USD, necessitating substantial box office returns for profitability.
In the context of its parks division, artificial intelligence (AI) has the potential to amplify customer assistance and create innovative interactions. The former Imagineer cited "Project Kiwi" as an illustrative example, which employed machine learning techniques to craft a mobile robot named Baby Groot, emulating the movements and personality of the "Guardians of the Galaxy" character. The AI system employs machine learning, a subset of AI that enables computers to learn autonomously without explicit programming.
This technology enables Baby Groot's vision systems to recognize and navigate objects within its surroundings. Eventually, the robot is anticipated to engage with park visitors. However, AI's impact in Hollywood is contentious, as writers and actors perceive it as a potential threat to their jobs. This sentiment is central to ongoing negotiations between the Screen Actors Guild, the Writers Guild of America, and the entertainment industry, resulting in strikes. Disney has adopted a cautious stance when discussing AI publicly.
