Disney Licenses Over 200 Characters to OpenAI in $1 Billion Deal Amid AI Concerns
Disney has entered into a $1 billion (£740 million) agreement with OpenAI to license more than 200 characters from its franchises, including Disney, Pixar, Marvel, and Star Wars, for use with OpenAI's ChatGPT and the Sora video-generation tool. Notable characters in the deal encompass those from Zootopia, Moana, Encanto, Luke Skywalker, Deadpool, and Mickey and Minnie Mouse. This marks the first major content licensing deal between a major studio and OpenAI.
The deal explicitly excludes the use of human performers' image, likeness, or voices. Disney has emphasized that talent likenesses and voices are not part of the agreement and aims to extend storytelling responsibly, with outputs expected to be available in early 2026.
Despite reassurances, unions such as SAG-AFTRA have expressed real concern about the implications of the deal. Equity, representing performers, has insisted on the protection of actors' rights and is conducting a ballot to determine whether performers would consent to being digitally scanned on set to implement AI safeguards.
The agreement comes amid broader AI safety concerns, with previous incidents involving deepfakes including OpenAI halting the use of Martin Luther King Jr.'s imagery, and AI-generated depictions of figures like JFK, Queen Elizabeth II, Stephen Hawking, and public commentary from Zelda Williams on AI content.
In parallel industry developments, Disney reportedly sent Google a cease-and-desist letter over copyright issues related to AI. Industry analyst Joel Smith has noted the rapid pace at which rights owners are engaging in licensing deals with AI developers to enable training and future use of intellectual property.
