Disney Execs Pitch AI-Generated Character for ‘Tron: Ares’

Disney once thought about using real AI in its upcoming movie “Tron: Ares.” The idea was to match the film’s theme, the story is about an AI-generated soldier stepping into the real world. Executives pitched it as a fun marketing move. But the plan didn’t last long.

According to people familiar with the matter, the proposal was to bring back Bit, the small sidekick from the original “Tron” movie. A writer would give an AI program all the details about the character. Then, during filming, the AI, voiced by an actor, would answer questions as Bit in real time. The idea was meant to feel fresh and exciting.

But there was a problem. Disney was in the middle of contract talks with unions representing writers and actors. The company decided it couldn’t risk upsetting the creative community. Executives were told the idea was too risky and could spark bad publicity. So, they dropped it according to The Wall Street Journal.

Disney’s caution around AI isn’t new. CEO Bob Iger and Chief Technology Officer Aaron LaBerge Gutierrez have even met with White House officials in recent months. These talks focused on fears that AI models could copy Disney’s characters and use them in ways that hurt the brand.

At the same time, Disney is watching as big tech companies like OpenAI and Google push for wide access to copyrighted material to train their AI models. These companies say it’s key to keeping up with China’s progress in AI. But Disney and other studios see this as a threat to their creative work.

In June, Disney and Comcast’s Universal took a big step to protect their properties. They sued AI company Midjourney, claiming it made copies of their famous characters without permission. In their complaint, Disney and Universal said, “Midjourney is the quintessential copyright free-rider and a bottomless pit of plagiarism.” Midjourney hasn’t responded.

Competitors see this lawsuit as the most serious attempt yet to set rules for AI and copyright. Some people who have worked with Disney even joke that the company is “the largest law firm in California” because of how aggressively it defends its rights.

Disney says it wants its creators to use AI, but only in ways that keep the company safe. Gutierrez explained, “Our job is to enable our creators to use the best AI tools available without compromising the company long term.”

At an internal management meeting earlier this year in Orlando, Lucasfilm executive Rob Bredow gave a presentation showing just how fast AI is improving. He shared clips made by an artist, one set from last fall and another just a few months later, showing a droid landing on a planet and meeting strange creatures. The difference in quality was huge, and it impressed the room.

For now, Disney is moving carefully. “Tron: Ares” will hit theaters on October 10, 2025, without an AI-generated character. But the conversation about AI in Hollywood isn’t going away anytime soon.

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