The Walt Disney Company has struck a landmark three-year partnership with OpenAI that will let fans create short, prompt-based AI videos featuring more than 200 characters from Disney, Pixar, Marvel and Star Wars franchises on OpenAI’s Sora generative platform. The deal also involves a $1 billion equity investment by Disney into OpenAI, with warrants for potential additional shares.
Under the agreement, Disney and OpenAI will deploy AI video and image tools to enhance experiences on the Disney+ streaming service while preserving creator rights and excluding use of actual actor likenesses or voices. Select user-generated AI video content may be showcased on Disney+ beginning in early 2026.
The collaboration reflects a major shift in how legacy entertainment brands embrace generative AI, positioning Disney as a pioneer among studios licensing premium intellectual property for creative AI applications. Analysts say the move underscores both companies’ commitments to responsible AI innovation and new audience engagement models.