Disney Reportedly Eyes AI Partnerships with Firms Like OpenAI as Hollywood Faces Tech Upheaval

Disney is exploring possible deals with artificial intelligence companies, including OpenAI, according to a report from Bloomberg. The entertainment giant is looking at how it can use AI to improve its business, but it’s also trying to protect the characters and stories that made it famous.

As tech companies like Amazon, Meta, Apple, and Google spend billions on AI, Hollywood has been slower to act. Studios want to use AI to make production cheaper and faster, but they also worry about losing control of their copyrighted content and clashing with labor unions.

One major move from Disney shows how serious the company is. Earlier this month, it sued AI startup Midjourney. The startup lets people create images using written prompts, and Disney believes it used characters like Darth Vader and Deadpool to train its system without asking. Disney said it had sent takedown notices that were ignored. Midjourney hasn’t responded to the lawsuit.

The legal push is being led by Disney’s chief lawyer, Horacio Gutierrez. “This is our first case, but it likely won’t be the last,” he told Bloomberg. He explained that Disney wants to make sure it stays in control of how its content is used by AI companies. “We cannot afford to repeat the mistakes of the past,” he added.

In the early 2000s, Hollywood struggled to adapt when the internet changed how people consumed entertainment. Studios tried to fight file-sharing sites and streaming platforms. Meanwhile, companies like Netflix and YouTube grew rapidly. Now, studio leaders say they don’t want to be left behind again.

Some media companies are already making deals with AI firms. The Atlantic and Vox Media have licensed their articles to OpenAI. Music companies are working with YouTube. Lionsgate made an agreement with AI company Runway, allowing it to train a model using its content. Disney recently gave permission for Darth Vader’s voice to be used in a chatbot in the video game Fortnite.

Lionsgate’s vice chairman, Michael Burns, said at an event in Santa Monica that the aim is clear: “You’re making higher quality content for lower prices.”

Still, many in the industry are worried. A big legal question remains: can AI companies use copyrighted content to train their systems without permission? The answer depends on how courts interpret the concept of “fair use.” So far, the rulings have been mixed.

At the same time, there are concerns that lawmakers might side with big tech firms. Some former Trump officials, including Michael Kratsios, have said the U.S. should support AI development to stay ahead of China. “We want the world to be running on the American AI stack,” Kratsios said during a recent Bloomberg event.

The legal and political side of this issue is still developing, and it could take years for clear rules to be written. But Disney isn’t waiting. It’s moving ahead with lawsuits, negotiations, and partnerships — trying to shape the future before it’s shaped for them.

In my opinion, Disney is making the right move by stepping into the AI world now instead of later. The technology isn’t going away, and studios need to find smart ways to use it while protecting what makes their stories special. What do you think? Should more studios take action like Disney? Share your thoughts in the comments below.