Disney is reported to have created a task force to study artificial intelligence (AI) and its potential applications throughout the company, according to a Reuters report.
According to the report, three sources close to the matter vouched for the information, with one of the sources being an anonymous internal advocate who said Disney must understand AI or risk falling behind.
Additionally, Disney has 11 current job postings seeking individuals with AI and machine learning technologies expertise. The open positions span the company’s various branches, from Walt Disney Studios to theme parks and engineering.
In Disney’s television and advertising department, one job description said it wants to create a “next-generation” AI-powered advertising scheme.
One of the Reuters inside sources said they see AI being used as a tool to cut sky-high costs of productions for movie and television releases. Another source told Reuters that AI could also help enhance customer support in the parks business.
The revelation comes after news of Disney’s metaverse chief, Mike White, officially departing the company, according to inside sources. Disney officially shut down its metaverse division, letting go of approximately 50 employees in March as a part of downsizing.
The entertainment industry has had a rocky relationship as AI prevalence increases.
Popular streaming service Netflix has been eyeing AI integrations, as seen through its new job postings of high-paid AI positions. The AI-related positions are both six-figure roles, with one almost in the millions.
AI has been a major negotiating point of the ongoing Hollywood strike, which involves writers, actors and anyone represented by the Screen Actors Guild – American Federation of Television and Radio Artists.
Initially, Hollywood studios rejected the idea of banning AI in writing rooms. Actors are also fighting back against a proposal for background performers to be scanned and paid for a day’s work, and to grant production companies ownership over the scan, image and likeness.