Disney is going in on generative AI. During their 2025 Q4 earnings call, Disney CEO Bob Iger announced that the Walt Disney Company is preparing to bring generative AI into its streaming service Disney+, enabling subscribers to both consume and create short-form AI-generated content.
According to Iger, Disney+ is “really excited about AI,” describing a vision where users will have tools to produce “user-generated content (UGC), mostly short-form, from others” on the platform. The goal is to increase engagement and time spent in the app, using AI to make the experience more interactive rather than purely passive.
Iger also indicated that the AI will offer changes in games, too, with “game-like features” via its agreement with Epic Games.
“The other thing that we’re really excited about, that AI is going to give us the ability to do, is to provide users of Disney+ with a much more engaged experience, including the ability for them to create user-generated content and to consume user-generated content, mostly short-form, from others.”
This comes after Disney has sued other AI companies
Disney is aware of potential intellectual-property (IP) risks posed by generative AI. Iger emphasized that the company is in talks with various AI firms to safeguard its characters and franchises while enabling innovation. Disney has already taken legal action against AI image-generation firm Midjourney and MiniMax for alleged unauthorized use of its copyrighted characters.
The use of generative AI could help Disney+ evolve into a hybrid model that blends studio-produced content with creator tools and interactive experiences. But a lot of people and Hollywood have turned against the use of AI. It’s unclear how it will be received.
Iger indicated that they are in “productive conversations” with AI companies.
Disney has not given details on rollout timelines or product examples of how the AI tools will look.
My husband said, “They’re going to Sora, Sora.” (In reference to the character in the “Kingdom Hearts” games.)
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