Bob Iger has announced that AI-generated content could be coming to Disney+
Pa Daniel Laguna November 13, 2025
Disney is one of the biggest critics of the misuse of artificial intelligence. The House of Mickey Mouse has sued major tech companies for using their content and characters without permission. As it continues its legal crusade, the company is also developing an ambitious plan to integrate technology in every possible area.
Bob Iger, the company’s executive manager, was enthusiastic and positive about the future implementation of artificial intelligence in its projects. He believes that artificial intelligence has enormous potential for optimizing production processes and increasing creative efficiency, as well as for application in various departments of the group.
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Disney and its court battle against artificial intelligence
Various artificial intelligence tools allow Disney characters to be recreated in all types of contexts, without exact restrictions or legal agreements. Since late 2024, the entertainment giant has launched a legal battle against all inappropriate uses of its franchises and characters that include artificial intelligence.
In June of this year, Disney and NBCUniversal filed a countersuit Travel distance. Users of the platform have flooded social media with images recreating iconic characters from Frozen, Toy Story, Cars, The Simpsons, How to Train Your Dragon and many other franchises.
The companies accused Midjourney of making money from subscriptions while its AI users used copyrighted characters. In their statements, they noted that this and other artificial intelligence tools are a “bottomless pit of plagiarism.”
In September, Disney sent a cease and desist letter Character.AIa platform that allows you to create virtual companions inspired by existing characters. The company claimed that its tools were trained on copyrighted material and demanded that any content that used its intellectual property be removed.
Bob Iger confirms that Disney will embrace artificial intelligence
During a recent meeting with investors, Bob Iger detailed the role of artificial intelligence at Disney. He said he sees “phenomenal opportunities” to use it across the company, not just in manufacturing processes. He explained that they are continuing to implement their plans to protect their franchises from misuse and confirmed that they have been in discussions with various AI companies.
“I would say some of them have been quite productive in terms of not only protecting the value of our intellectual property and our creative engines, but looking for opportunities to use their technology to create greater engagement with consumers, and we’re encouraged by some of the conversations we’re having.”
Regarding the implementation of the technology, Iger said that it will serve to increase the “efficiency and effectiveness” of production processes. Their long-term plan is to realize its full potential by talking about it with members and staff. Disney will use AI to make its services more engaging.
“There are tremendous opportunities to bring AI to our direct-to-consumer platforms, both to provide tools that make the platforms more dynamic and engaging for consumers, and to empower them to create on our platforms.”
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Disney+ will integrate content created with artificial intelligence
One of the company’s possible experiments is to integrate artificial intelligence content into Disney+. The idea is that users of the service can use the technology to create short videos and share them with the rest of the community. Bob Iger wants to turn the streaming platform into a “portal for all things Disney,” so he’s not ruling out adding games and more interactive experiences as well.
“Another thing we’re really excited about is that AI will allow us to provide Disney+ users with a much more interactive experience, including the ability to create and use user-generated content, mostly in short form.”
The manager also believes that AI will become a fundamental tool for data collection and analysis. Its possible implementation on Disney+ aims to attract the attention of technology enthusiasts and, at the same time, protect the company’s content.
With this measure, Disney aims to prevent users from turning to external platforms to create AI-generated videos that infringe their copyrights. So far, the company has not disclosed all its plans for the release of this novelty.
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