Disney CEO Bob Iger says $1B OpenAI deal "does not threaten creators"

Iger positioned the deal as a way to expand storytelling while protecting artistic rights

Walt Disney Company CEO Bob Iger has publicly addressed concerns about the entertainment industry’s latest move into artificial intelligence, insisting that the company’s major licensing and investment deal with OpenAI is not a threat to creators, storytellers, or artistic talent.

The three-year partnership, announced this week, includes a $1 billion investment by Disney in OpenAI and a licensing arrangement that allows OpenAI’s AI tools, including the video generator Sora and ChatGPT image features, to use more than 200 characters from Disney’s vast stable of properties, including characters from Disney, Pixar, Marvel, and Star Wars franchises.

Iger emphasised that the agreement excludes any use of the real names, likenesses or voices of actors and creators, underscoring Disney’s intention to protect human talent and intellectual property rights.

Speaking in a televised interview alongside OpenAI CEO Sam Altman, Iger described the collaboration as an opportunity to embrace technological growth rather than be disrupted by it, positioning the deal as a forward-looking step into the evolving digital landscape.

He stressed that Disney’s approach includes strict guardrails to ensure that AI-generated videos remain safe and appropriate, with content limited to short-form clips rather than full-length productions.

Iger also highlighted how Disney plans to incorporate user-generated AI videos into its Disney+ streaming platform, giving fans new ways to engage with beloved characters while maintaining creative and legal safeguards. In addition to licensing character use, Disney will leverage OpenAI’s technology for internal tools and product experiences.

The announcement comes amid broader industry debates over the impact of generative AI on creative work, intellectual property and the role of studios in shaping how AI tools are used in entertainment.