Entertainment giant Disney could either tie-up with startups or develop AI applications in-house.

Disney (NYSE: DIS) has established a task force to explore the applications of artificial intelligence (AI) across its entertainment conglomerate, including Walt Disney Studios, theme parks, television, and advertising. This move comes amidst concerns within the Hollywood industry about the potential exploitation of AI, with writers and actors recently going on strike over these issues.

The task force was initiated earlier this year and aims to develop AI applications internally and forge partnerships with startups. Disney is also actively recruiting candidates with AI and machine learning expertise, reflecting its commitment to exploring this technology. (Reuters)

The company envisions AI playing a role in controlling the rising costs of movie and TV production, which can reach hundreds of millions of dollars. This could contribute to long-term cost savings. Additionally, AI could enhance customer interactions at Disney’s theme parks and generate novel experiences. An example is Project Kiwi, where AI-driven machine learning techniques were used to create a small robot named Baby Groot that emulates movements and personality traits from the “Guardians of the Galaxy” character.

While AI holds potential benefits for Disney, it’s also a contentious topic in Hollywood. Writers and actors view it as a threat to their jobs and it’s a significant issue in ongoing negotiations with industry unions. Despite this, Disney is committed to technological innovation, having a history of investing in and researching new technologies. Its past and present initiatives highlight its interest in creating immersive experiences through technology.

As proof, the company holds numerous patents related to theme parks, films, and merchandise. It also has a track record of AI and technology research, including mixed-reality projects and advanced visual computing.

While concerns remain in the Hollywood industry, Disney’s exploration of AI could lead to innovative advancements that enhance customer experiences, streamline production processes, and reduce costs.

Related Story: Echoing The Destruction From The Atom Bomb, Director Chris Nolan Warns On AI