In a strategic move to integrate emerging technologies into its operations, Disney has announced the creation of a new division called the Office of Technology Enablement. This initiative aims to guide the company in leveraging artificial intelligence (AI) and mixed reality (MR) technologies across various sectors, including film, television, and theme parks, as reported by Reuters.
Jamie Voris, a key player in the development of Disney's application for the Apple Vision Pro mixed reality device, will lead this new unit. According to an internal communication from Alan Bergman, Co-Chairman of Disney Entertainment, the establishment of this division is pivotal not only for harnessing the potential of AI and extended reality (XR) but also for addressing the inherent risks associated with these technologies.
"The rapid progress in AI and XR is reshaping how consumers experience content and engage with our brands, and Disney is committed to exploring these exciting possibilities," said Bergman.
Rather than centralizing all AI and MR initiatives within the new office, the team will work collaboratively with various departments to ensure that all projects align with Disney's broader strategic goals. This approach is intended to enhance the company’s creative and immersive offerings while ensuring that new technologies are implemented responsibly and effectively.
Over the years, Disney has been laying the groundwork for this tech-focused initiative by forming specialized teams dedicated to experimenting with augmented reality (AR), virtual reality (VR), and MR. The company previously established an AI task force to assess potential applications across its diverse entertainment and media platforms.
The formation of the Office of Technology Enablement is part of a broader effort to innovate within Disney’s famed Imagineering division, which is responsible for designing attractions in its theme parks. In a significant move, Kyle Laughlin, a seasoned Disney executive with expertise in AR, VR, and AI, returned to the company in March as the Senior Vice President of Research and Development for Imagineering. His appointment comes after a tenure at Amazon’s Alexa Gadgets division and signifies Disney's commitment to pushing the boundaries of immersive technology.
With major players like Meta, Apple, Sony, and ByteDance competing for dominance in the AR/VR sector, Disney aims to capitalize on the latest technological developments. The introduction of new, lightweight AR and VR headsets from companies like Meta and Snap is broadening the appeal of immersive experiences to everyday consumers, which aligns perfectly with Disney's objectives.
Recent market data from IDC indicates that approximately 1.7 million AR/VR headsets have been sold in 2024 alone, with Meta leading the market. This growing demand for advanced wearable technology presents a promising opportunity for Disney to enhance the experiences offered in its theme parks and within consumers’ homes.
Disney’s formation of the Office of Technology Enablement reflects its commitment to not only embrace cutting-edge technologies but also to do so responsibly. As the company seeks to redefine how audiences interact with its content, the new division is poised to play a crucial role in ensuring that Disney remains a leader in innovation within the entertainment industry. By carefully navigating the challenges and opportunities presented by AI and MR, Disney is set to enhance its storytelling and engagement strategies for years to come.