Walt Disney has established a task force to delve into the possibilities of artificial intelligence (AI) and its potential application across the vast entertainment conglomerate. This move comes amidst ongoing disputes between Hollywood writers and actors over the industry’s use of AI. The task force, which was launched earlier this year before the writers’ strike, aims to develop in-house AI solutions and foster collaborations with startups, according to three anonymous sources cited by Reuters.
As a testament to its commitment, Disney currently has 11 job openings seeking professionals with expertise in artificial intelligence and machine learning. These positions cover various departments within the company, ranging from Walt Disney Studios and theme parks to engineering groups, such as Walt Disney Imagineering. Even the Disney-branded television sector and the advertising team are looking to build an “next-generation” AI-powered ad system, as indicated by the job descriptions.
While a Disney spokesperson declined to comment on these developments, one of the anonymous sources, an internal advocate, emphasized that legacy media companies like Disney must embrace AI to avoid becoming obsolete. The supporter believes that AI could aid in curbing the skyrocketing costs of movie and television production, which can easily reach $300 million for major film releases like “Indiana Jones and the Dial of Destiny” or “The Little Mermaid.” However, the person noted that cost savings would be realized gradually over time.
The potential uses of AI also extend to Disney’s parks business. According to a former Disney Imagineer and another anonymous source, AI could enhance customer support services and enable innovative interactions. To support this notion, the former Imagineer highlighted Project Kiwi, which utilized machine learning techniques to create Baby Groot, a small robot that imitates the movements and personality of the “Guardians of the Galaxy” character. Furthermore, Baby Groot, equipped with vision systems powered by machine learning, is expected to eventually interact with park visitors.
However, the deployment of AI in Hollywood has been met with controversy, as writers and actors view it as a threat to job security. AI has become a central issue in contract negotiations with the Screen Actors Guild and the Writers Guild of America, both of which are currently on strike.
Disney, on the other hand, has approached the topic of AI cautiously in public discussions. During the production of the latest “Indiana Jones” movie, visual effects supervisors emphasized the dedicated efforts of over 100 artists who spent three years trying to digitally “de-age” Harrison Ford, allowing him to appear as his younger self in the early scenes of the film.
Disney has a long history of investing in technological innovation, with its debut of “Steamboat Willie” in 1928 being the first cartoon to feature a synchronized soundtrack. To this day, Disney holds over 4,000 patents filed with the US Patent and Trademark Office, covering various applications in theme parks, films, and merchandise.
The current CEO of Disney, Bob Iger, has prioritized incorporating technology into the company’s operations since he first assumed the role in 2005. In 2008, Disney partnered with top technology universities worldwide to launch a research and development initiative, which included funding labs at the Swiss Federal Institute of Technology in Zurich and Carnegie Mellon University in Pittsburgh. The Pittsburgh lab was closed in 2018.
Disney’s US research group has introduced a mixed-reality technology called “Magic Bench,” allowing people to interact with virtual characters on screen without the need for specialized glasses. In Switzerland, Disney Research has focused on exploring AI, machine learning, and visual computing, particularly in the creation of “digital humans” that are indistinguishable from real people or fantasy characters controlled by actors. Notably, this technology is intended to enhance digital effects rather than replace human actors.
Disney Imagineering unveiled their first AI-driven character experience last year with the D3-09 cabin droid in the Star Wars Galactic Starcruiser hotel. This interactive character could answer questions on a video screen and adapt based on conversations with guests.
According to Hao Li, the CEO and co-founder of Los Angeles-based company Pinscreen, Disney’s research lab collaborated on multiple research papers with him while he was studying in Zurich from 2006 to 2010. Li, a former research lead at Disney-owned Industrial Light & Magic, explained that the lab focuses on performance capture of humans and the creation of digital faces, which could be adopted by Disney entities.
Disney continues to embrace AI as an avenue for innovation and growth, recognizing its potential across various divisions of the company. The task force dedicated to studying AI represents another step towards remaining at the forefront of technological advancements in the entertainment industry.
© Thomson Reuters 2023
Denial of responsibility! TechCodex is an automatic aggregator of the all world’s media. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, and all materials to their authors. For any complaint, please reach us at – [email protected]. We will take necessary action within 24 hours.
Alex Smith is a writer and editor with over 10 years of experience. He has written extensively on a variety of topics, including technology, business, and personal finance. His work has been published in a number of magazines and newspapers, and he is also the author of two books. Alex is passionate about helping people learn and grow, and he believes that writing is a powerful tool for communication and understanding.
