Disney to Invest $1 Billion in OpenAI, Plans to Bring Iconic Characters to Sora AI

Disney has taken a bold leap into the future of entertainment by investing $1 billion in OpenAI, paving the way for iconic characters from Marvel, Pixar and Star Wars to appear in Sora’s AI-generated videos and images. The partnership marks a major shift in Hollywood’s approach to generative AI, opening new possibilities for fan experiences, content creation and innovation across Disney+ and its internal operations.

Disney’s $1 Billion Investment in OpenAI Marks a Turning Point for Hollywood’s AI Future

Disney Strikes Landmark Deal With OpenAI

In a move that could redefine how entertainment studios integrate artificial intelligence into production, Walt Disney has confirmed a $1 billion investment in OpenAI. The agreement also grants the AI firm the rights to use characters from Disney’s legendary franchises—including Marvel, Pixar, and Star Wars—inside its Sora AI video and image generation platform.

The partnership, announced on Thursday, is widely being described as “a pivotal step in Hollywood's embrace of generative artificial intelligence, despite the industry's concerns over the impact of AI on creative jobs and intellectual property rights.”
This signals a significant shift for Disney as it deepens its reliance on cutting-edge AI to innovate content creation, fan engagement, and internal workflows.

Sora and ChatGPT to Feature Disney Characters Starting 2026

Fan-Requested AI Videos Coming Soon

As part of the deal, OpenAI’s Sora and ChatGPT Images will begin generating fan-requested videos featuring licensed Disney characters starting in early 2026.
This could transform how fans interact with the Disney universe, allowing them to create custom video stories using characters across multiple franchises.

H4: Disney+ Will Host User-Created AI Videos

Disney has also revealed that a curated selection of fan-generated Sora videos will be made available directly on Disney+, marking the first time a major streaming service integrates AI-generated content as part of its library.

Disney and OpenAI to Build New AI Tools and Services

The companies announced their intention to collaborate on new AI-powered products, tools, and customer experiences, enhancing everything from content creation workflows to consumer-facing features on Disney+.

Additionally, Disney plans to deploy ChatGPT for its internal teams, expanding the use of generative AI inside the company’s operational framework.

Hollywood’s Shift in Tone Toward AI

Previous Industry Criticism

This collaboration arrives only months after one of Hollywood’s leading talent agencies raised alarms over the potential risks of AI.

Creative Artists Agency (CAA) had sharply criticized the same technology Disney is now adopting, stating that OpenAI was exposing artists to “significant risk” and questioning whether the company believed creative professionals “deserve to be compensated and credited for the work they create”.

The Debate on AI and IP Continues

While concerns remain across the industry—especially around copyrights, artistic labor, and content authenticity—Disney’s partnership could push other studios to reconsider their stance on AI-powered tools.

Deal Extends to Image Generation on ChatGPT

The Disney–OpenAI tie-up will also enable image generation using ChatGPT, utilizing the same Disney-owned intellectual property to allow users to produce high-quality visuals featuring characters, scenes, and settings from the entertainment giant’s portfolio.