Disney has announced an agreement with OpenAI to use Sora, OpenAI’s text-to-video model, as part of its internal creative and production workflows. The deal allows Disney teams to experiment with generating short video clips and visual concepts from text prompts, with the aim of speeding up early-stage storytelling, visualization, and idea development rather than replacing finished animation or film production. Disney emphasized that the technology will be used under strict guidelines to protect its intellectual property and creative standards, and that human creators will remain central to the process. The partnership reflects Disney’s broader strategy of selectively adopting generative AI tools to enhance creativity while maintaining control over quality and brand integrity
