Disney+ is rolling out AI-powered video creation tools that let subscribers generate and share short-form content directly inside the app.
The announcement came from CEO Bob Iger, who described the move as a part of a “much more engaged experience.”
So why is Disney trying to turn its streaming service into a half-baked AI playground? Because Iger wants to catch up with the other companies experimenting with AI.
Why Add AI to Disney+ When No One Asked?
Let’s start with the obvious. People subscribe to Disney+ to watch something. Their favorite shows. The Disney Channel Original Movies from their childhood. The latest Marvel series.
If they want to play around with AI, they’ll turn to OpenAI’s products like ChatGPT or Sora. Disney knows this. They opted their characters out of Sora 2’s video model. The official reason was copyright infringement, but they probably didn’t want anyone else using their content for AI slop before them.
Turning Disney+ Into an Everything App Nobody Wants
Beyond video creation, other AI features will include:
- AI-driven recommendations
- Data-mining and ad-optimization through its Disney Select AI Engine
- Experimental game-like features built with Epic Games
It feels like Bob Iger is trying to turn Disney+ into Netflix, TikTok, Roblox, and a marketing dashboard rolled into one service.
The addition of “game-like” features isn’t too surprising. Disney spent $1.5 billion to buy a controlling stake in Epic Games, so they need to get their money’s worth. That puts Disney+ in direct competition with Netflix’s games but again, who asked for this?
Disney’s push is similar to what other companies are doing when it comes to AI. They’re rushing to pump out products with AI features. All so they can make as much money as possible until the AI bubble (allegedly) bursts.
Will Disney+ Subscribers Embrace AI?
I am curious to see how customers will respond to seeing AI inside the Disney+ app.
There’s been strong pushback against AI. Yet it still gets enough love that companies insist on making decisions like this.
Disney+ built its success on a library filled with beloved franchises. Yet the company thinks it needs to be Sora 2.0 just to stay relevant.
The message is confusing and disingenuous. If customers already hate AI, then all Disney is doing is giving them a reason to cancel their subscriptions.
Disney Is Forgetting What Makes Them Valuable
Disney’s value isn’t in being the next AI social platform. Its value is in being Disney.
Instead of giving people high quality stories they’ll remember for a lifetime, they’re chasing trends with the hope that something sticks. At this point, tacking AI onto Disney+ might look like “growth” to investors.We’re at a point where companies are either using AI thoughtfully or clinging to it out of desperation. Disney’s new plan makes it pretty clear which category they’re falling into.
