Disney Forms AI Task Force to Explore Future Use in Movies and Theme Parks
The Walt Disney Company has taken a major step forward in embracing the potential of Artificial Intelligence (AI) by assembling an AI task force to evaluate its future use in movies, theme parks, and beyond. The move comes in response to the growing impact of AI technology and the need to stay ahead in the industry.
The decision to form the task force was made before the recent Writers’ Guild of America strike, which was partly driven by concerns surrounding the use of AI in creative processes. The company is now actively seeking to fill 11 AI-related roles, including positions within Walt Disney Imagineering. They also plan to leverage their advertising team to develop a cutting-edge AI-powered advertising system.
Former Disney CEO Bob Chapek had previously referred to their exploration of the Metaverse and Virtual Reality as next-gen storytelling, before the team was disbanded upon his replacement. However, the formation of the AI task force underscores Disney’s ongoing commitment to innovation and technological advancements.
In relation to their parks business, Disney believes that AI has the potential to enhance customer support and create unique interactive experiences. A former Disney Imagineer, speaking anonymously to Reuters, expressed the possibility of using AI technology for customer interactions in the parks. They pointed to the success of Project Kiwi, which utilized machine learning techniques to bring Baby Groot, a beloved character from Guardians of the Galaxy, to life as a small, free-roaming robot.
Scott LaValley, an R&D Imagineer, described the vision behind Project Kiwi, saying, Project KIWI started about three years ago to figure out how we can bring our smaller characters to life at their actual scale in authentic ways. It’s an exciting time for bipedal robotics, and with an incredible team and our combination of technology, artistry, and magic, we are bringing characters to life that could not have happened anywhere but Disney.
One notable AI experiment by Disney Imagineering was the introduction of D3-O9, an AI concierge droid, onboard the Star Wars: Galactic Starcruiser. Although the technology was still in playtest mode, the Galactic Starcruiser is set to close permanently this September. Dawson Dill, a senior R&D Walt Disney Imagineer and creative lead for D3-O9, expressed optimism about the potential of AI technology in enhancing visitor experiences and creating more personalized connections.
Dill remarked, I think Imagineering, traditionally and ever and forever, has always been looking at cool new ways to elevate things. I think that we see an opportunity with some of this technology to make more personalized connections and have ones that are more connected to an evolving story. So as you see, more and more immersive storytelling like Galactic Starcruiser, having characters that take different forms and want to engage in those same persistent ways, you’re going to need a platform like this.
Bringing Disney characters to life in innovative ways has been a long-standing goal for the Imagineering R&D group, and D3-O9 represents the first major step in realizing that vision. The hope is to leverage the platform and expand it to bring various Disney characters to life on different mediums and platforms.
Disney’s foray into AI technology demonstrates their commitment to pushing the boundaries of entertainment and storytelling. By leveraging AI, they aim to create more immersive and personalized experiences for audiences across their movies, theme parks, and other ventures. As technology continues to evolve, Disney remains determined to stay at the forefront of innovation, ensuring that the magic of Disney continues to captivate audiences worldwide.
