We could be on the verge of being able to create bespoke Disney content via Disney Plus, if the plans laid out by Bob Iger at the September quarter earnings call this past Thursday come to be. While AI is widely seen as a dirty word, the Disney Chairman clearly thinks that, if used in the right manner, it could make users Disney Plus experience a very unique interaction.
“There’s an opportunity to use it (AI) as an engagement engine for people who want to go to our theme parks, want to stay at our hotels, want to enjoy our cruises, our cruise ships, and obviously, there’s a huge opportunity for games.”
“The other thing that we’re really excited about that AI is going to give us the ability to do is to provide users at Disney+ with a much more engaged experience, including the ability for them to create user generated content and to consume user generated content, mostly short form from others.”
“There are great opportunities in terms of our collection of data and our mining of data, and I’d say above all else, there’s phenomenal opportunities to deploy AI across our direct-to-consumer platforms, both to provide tools that make the platforms more dynamic and more sticky with consumers, but also give consumers the opportunity to create on our platforms.”
Iger said Disney execs have had “some interesting conversations with some of the AI companies, and I would characterize some of them as quite productive conversations as well, seeking to not only protect the value of our IP and of our creative engines, but also to seek opportunities for us to use their technology to create more engagement with consumers. And we feel encouraged by some of the discussions that we’re having.”
“It’s obviously imperative for us to protect our IP using with this new technology, and we’ve been pretty engaged on that subject with a number of entities, and I’m hopeful that ultimately we’ll be able to reach some agreement with the industry or companies” that would “reflect our need to protect the IP.”
