How Disney’s Use of AI/AR Impacts the Entertainment Sector
Like most industries across the world, the global entertainment industry is undergoing a seismic shift propelled by rapid technological advancements.
AI, augmented reality and virtual reality are altering content creation, distribution and consumption, directly affecting the entertainment sector.
Yet this digital transformation is blurring the lines between traditional media and technology, forcing entertainment companies to adapt swiftly or risk obsolescence.
Considering these industry dynamics, Walt Disney, the well known titan of the entertainment world, is taking decisive action to harness emerging technologies.
The company's formation of the Office of Technology Enablement integrates innovations across its vast empire, encompassing film, television and theme parks.
The move comes at a crucial time for the entertainment industry, as it grapples with the challenges and opportunities presented by AI and extended reality (XR) technologies.
These advancements are not only changing how content is created, but also how consumers interact with and experience entertainment.
Disney’s focus areas and potential applications
The primary focus of the Office of Technology Enablement will be on rapidly evolving technological domains, particularly AI and mixed reality.
“The pace and scope of the advances in AI and XR are profound and will continue to impact consumer experiences”.
Mixed reality, which blends elements of augmented and virtual reality, has the potential to create immersive experiences that seamlessly merge the physical and digital worlds.
Disney's exploration of these technologies spans its various business divisions.
In the theme park sector, for instance, the company is assembling a dedicated team to investigate how AR and VR can enhance visitor experiences.
This aligns with broader industry trends, as exemplified by tech companies like Meta and Snap unveiling lightweight AR glasses that offer a more stylish alternative to traditional bulky VR headsets.
The company's commitment to innovation in this space is further evidenced by the recent return of Kyle Laughlin to Disney.
As the new Senior Vice President of research and development for Walt Disney Imagineering, Kyle's background in AR, VR and AI positions him well to drive innovation in theme park attractions.
Industry implications and future outlook
Disney's proactive approach to emerging technologies reflects the urgency to stay competitive regarding the rise of AI, as well as its recognition of its transformative potential.
As Disney’s Entertainment Co-Chairman Alan Bergman says: "The pace and scope of the advances in AI and XR are profound and will continue to impact consumer experiences, creative endeavours and our businesses for years to come - making it critical that Disney explore the exciting opportunities and navigate the potential risks".
Whilst these technologies continue to evolve, they are likely to reshape how stories are told, how content is consumed and how audiences interact with entertainment experiences.
For the global technology industry, Disney's initiative serves as a clear signal that traditional media companies are not merely passive observers of technological change.
Instead, they are actively seeking to harness these innovations to create new forms of entertainment and enhance existing ones.
The formation of the Office of Technology Enablement also highlights the increasing convergence of the technology and entertainment sectors.
As boundaries between these industries continue to blur, we can expect to see more collaborations, partnerships and cross-industry innovations.
Moreover, Disney's approach to responsible innovation and risk management in AI and XR technologies could set important precedents for the wider technology industry.
As these powerful tools become more prevalent, questions of ethics, privacy and responsible use will become increasingly critical.
Disney leadership and structure
At the helm of this new initiative is Jamie Voris, the Chief Technology Officer of Disney's film studio.
Jamie brings a wealth of experience to the role, having led the development of Disney's application for the Apple Vision Pro, a state-of-the-art mixed reality device.
The Office of Technology Enablement will also operate under the direct supervision of Alan Bergman, Co-Chairman of Disney Entertainment.
Initially launching with a core leadership team, the group is projected to expand to approximately 100 employees.
While it won't centralise all of Disney's technology projects, the unit will play a crucial role in ensuring that various technological initiatives across the company align with its overarching strategic objectives.
As the lines between technology and entertainment continue to blur, Disney's initiative may well set a precedent for other media companies to follow.
The coming years will likely see an acceleration of technological integration across the entertainment landscape, potentially leading to new forms of immersive storytelling and interactive experiences that we can scarcely imagine today.
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