Even as Hollywood authors and actors fight to curb the industry’s exploitation of the technology, Walt Disney has established a task force to investigate artificial intelligence and how it may be deployed across the entertainment giant.
The organisation was established earlier this year, prior to the Hollywood writers’ strike, and is seeking to collaborate with startups and build internal AI applications, three individuals told Reuters.
Disney currently offers 11 job vacancies looking for applicants with experience in artificial intelligence or machine learning, demonstrating their interest in the field.
The positions span practically every division of the business, from Walt Disney Studios to its theme parks and engineering division, Walt Disney Imagineering, to Disney-branded television and the advertising team, which, according to the job postings, is working to develop a “next-generation” AI-powered ad system.
A representative for Disney declined to comment.
Due to the sensitivity of the matter, one of the sources—an inside advocate—said that legacy media businesses like Disney must embrace AI or risk becoming obsolete.
This proponent views artificial intelligence (AI) as one way to aid in containing the growing expenses of film and television production, which can rise to $300 million (approximately Rs. 2,484 crore) for a major feature release like “Indiana Jones and the Dial of Destiny” or “The Little Mermaid.” For such expenses to even break even, box office revenues must be enormous. Over time, cost reductions would be felt, the source claimed.
The second source, along with a former Disney Imagineer who declined to be identified because he was not authorised to talk publicly, claimed that AI for its parks business may improve customer assistance or develop innovative interactions.
