The News: The Walt Disney Company has created an AI task force to explore how AI can reduce TV and film production costs, which can sometimes reach $300 million for major film releases. It is important to note this task force was created before the Hollywood writers’ strike. According to Reuters, three sources reported that the Disney AI task force was created to examine how to develop AI applications in-house, as well as form partnerships with startups. Read the full article on Reuters.
Disney Forms AI Task Force to Reduce TV and Film Production Costs
Analyst Take: Disney has created an AI task force to examine how artificial intelligence can be used to reduce TV and film production costs, which is an interesting move given the Hollywood writers’ strike, though it is important to note that the task force was created before the strike began in May 2023. Production costs can reach $300 million for a major film release such as Indiana Jones and the Dial of Destiny or The Little Mermaid, so it does make sense that companies are looking at how they can leverage AI to reduce costs. Disney’s website currently lists 11 job openings looking for expertise in machine learning (ML) and AI, across various lines of business including film studios, engineering, theme parks, and Disney’s advertising team, which provides some indicators on how Disney is hoping to build and leverage AI.
Disney does not often discuss its use of AI technology in public, but the company has long been an early adopter of emerging technologies. One prominent recent use of new technology is the way in which Disney visual effects supervisors working on the latest Indiana Jones movie involved more than 100 artists over 3 years painstakingly working to “de-age” Harrison Ford, so the octogenarian actor could appear as his younger self in the beginning of the film.
Disney Invests in Technology
Leveraging innovative technology is not new to Disney. For example, Disney utilized its Medusa performance capture system to reconstruct actors’ faces without using the more traditional motion-capture techniques for more than 40 films, including Marvel Studios’ Black Panther: Wakanda Forever. One executive who worked for Disney said, “AI research at Disney goes back a very long time and revolves around all the things you see being discussed today: He adds, “Can we have something that helps us make movies, games, or conversational robots inside theme parks that people can talk to?”
The answer is yes. Interestingly, Disney has a long history of technological innovation, which dates back to Disney’s first synchronized soundtrack in Steamboat Willie in 1928. As a current example, Disney engineering last year unveiled its first initiative in an AI-driven character experience with the D3-09 cabin droid in the Star Wars Galactic Starcruiser hotel, which answers guest questions on a video screen and then learns and changes answers based on conversations. It is likewise interesting to note that Disney currently holds more than 4,000 patents with applications in theme parks, films and merchandise, according to a search of the US Patent and Trademark Office (USPTO) records. Bob Iger, who is now in his second stint as Disney’s chief executive, embraced technology as one of his top priorities when he was first named CEO in 2005. In addition, 3 years later, Disney announced a major research and development (R&D) initiative with top technology universities around the world, funding labs at the Swiss Federal Institute of Technology in Zurich and Carnegie Mellon University. Disney’s US research group has developed a mixed-reality technology called “Magic Bench” that allows people to share a space with a virtual character on screen, without need for special glasses.
Companies are continuing to invest in generative AI to gain a competitive advantage, improve efficiency, and innovate their products and services. Disney’s current initiatives and job openings indicate its commitment to leverage AI technologies to innovate every corner of company operations from Walt Disney Studios to its theme parks and engineering group.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
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Author Information
Clint brings over 20 years of market research and consulting experience, focused on emerging technology markets. He was co-founder and CEO of Dash Network, an integrated research and digital media firm focused on the CX market, which was acquired by The Futurum Group in 2022. He previously founded Tractica with a focus on human interaction with technology, including coverage of AI, user interface technologies, advanced computing, and other emerging sectors. Acquired by Informa Group, Clint served as Chief Research Officer for Informa’s research division, Omdia, with management and content strategy responsibility, formed by the combination of Tractica, Ovum, IHS Markit Technology, and Heavy Reading.
Clint was previously the founder and President of Pike Research, a leading market intelligence firm focused on the global clean technology industry, which was acquired by Navigant Consulting where he was Managing Director of the Navigant Research business.
Prior to Pike Research, Clint was Chief Research Officer at ABI Research, a New York-based industry analyst firm concentrating on the impact of emerging technologies on global consumer and business markets.
Clint holds a Master of Business Administration in Telecommunications Management from the University of Dallas and a Bachelor of Arts in History from Washington & Lee University.
