Disney Unveils DisneyGPT: An AI Tool for Its Employees

Disney is rolling out a new AI tool for its employees called DisneyGPT, as part of its growing push into artificial intelligence.

According to Business Insider, the company is encouraging staff to use the chatbot to handle work tasks and internal requests, such as creating IT support tickets, checking the company roster, or analyzing project finances.

DisneyGPT is designed with a touch of Disney magic. The chatbot includes prompts like “ready for an enchanting adventure?” and features a collection of Walt Disney quotes tagged by themes such as imagination, perseverance, and leadership. Despite the Disney flair, employees say the chatbot mostly functions like a standard AI assistant.

Disney introduced DisneyGPT to staff in a beta version in October, calling it a “new partner in productivity” meant to help employees unlock their creativity. A December update added the ability for staff to upload Excel and PowerPoint files for analysis.

The company is also working on a more advanced AI chatbot called Jarvis, named after the personal assistant from Iron Man. Jarvis is intended to complete tasks on an employee’s behalf, though it is still in the early stages of development, according to a high-level staffer, according to Business Insider.

Disney’s move into AI comes after a billion-dollar partnership with OpenAI, making it the first major entertainment company to invest in the AI powerhouse. The partnership will give Disney employees access to the enterprise version of ChatGPT and allows the use of Disney characters in AI-powered video generation tools like Sora.

While most Disney employees are using AI tools like DisneyGPT or Microsoft Copilot for routine tasks such as writing emails, some staff have expressed concerns about the potential for AI to replace human jobs.

A senior staffer involved in Disney’s AI strategy told Business Insider that AI is “a top priority” but emphasized that it can make mistakes and cannot replace human creativity. “If you use AI everywhere, it’s going to be counterproductive,” they said.

Disney has stated that it takes a “responsible and human-centric approach to using AI”, emphasizing that humans remain the creative engine of the company. The internal AI policy encourages staff to make informed and safe choices while using these tools.

Some employees noted challenges with keeping up with which AI tools are approved for work, with a few using personal accounts on other AI platforms like Anthropic’s Claude. Still, many believe Disney’s partnership with OpenAI is a smart long-term move. One staffer said it could “pay off” and “be massive in five to ten years”. Another added, “Disney is smart to push into this. They are setting the rules of the game, or at least trying.”

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