Disney faces significant challenges in integrating AI technology into its films and games while safeguarding copyrights and avoiding legal issues. The company explored using AI to create a digital double of actor Dwayne Johnson for the film *Moana* but ultimately shelved the project due to legal and security concerns. The project, which aimed to create deepfakes of Johnson’s face to be layered over a body double, was met with significant hesitation from Disney’s legal team. They were worried about the implications of AI-generated content on copyright ownership and the potential for data breaches. After nearly two years of negotiations with AI company Metaphysic, Disney decided to abandon the idea, as the final film would not include the AI-generated elements. This hesitation reflects a broader challenge for Disney: how to embrace technological advancement without compromising its long-standing creative and legal commitments.
In another instance, Disney scrapped a plan to use AI in the upcoming film *Tron: Ares*, which was set to feature an AI-generated character. The decision was driven by concerns over public perception, as the film itself revolves around artificial intelligence. Disney executives were hesitant to risk negative publicity by incorporating AI into the storyline, especially with ongoing labor negotiations affecting their creative processes. The company’s legal chief, Horacio Gutierrez, emphasized the need for a balance between innovation and legal compliance, stating that AI’s rise should not lead to a breakdown in the legal system.
The article also touches on Disney’s history of managing technological transitions, such as the secrecy around the use of computer-generated imagery in *The Little Mermaid*. These precedents show that Disney is aware of the public’s expectations and the potential backlash from both fans and critics. Furthermore, the article highlights a recent experiment in the gaming arena where Disney tested an AI-generated Darth Vader in Fortnite. The AI bot was quickly hacked by gamers, who managed to make it curse in James Earl Jones’s voice, prompting a swift patch from the developers. This incident underscores the challenges of maintaining control over AI-created content in interactive media.
The broader implications extend beyond mere technical implementation, raising questions about ownership of user-generated content that may involve AI. As Disney continues to explore AI’s possibilities, it must navigate a complex landscape of legal, ethical, and public relations challenges. The stakes are high, as the company seeks to maintain its creative legacy while embracing the next technological frontier.