How Disney+ Plans to Turn Users into AI Content Creators

When You Wish Upon a Prompt

Disney CEO Bob Iger says streaming platform Disney+ will soon feature AI-generated content made by users. This move allows Disney to control how its characters are AI-generated without banning fan creations outright.

The backlash was swift. Critics called it a betrayal of the Disney legacy, but Walt himself embraced automation early on. He cut animation jobs using Xerox machines. Efficiency always won.

Walt also licensed merchandise long before building parks. Today, he’d be fine with AI-generated Moana birthday greetings or karaoke videos starring you and Elsa singing together. It’s the latest step in Disney’s playbook: control the platform, control the story.

If Disney can’t stop you from generating its IP, it’ll pull you into the fold instead. You're not watching the magic anymore. You’re in it. But not as a hero. As product.