At Disney’s recent annual shareholders meeting, CEO Bob Iger explained how to utilize the artificial intelligence generated in upcoming films and television shows without compromising on rich IP and creative work.
“In fact, AI could be the most powerful technology we’ve ever seen, including its ability to enable consumers to access, experience and enjoy our entertainment,” Iger says.
What are Disney’s AI rules?
Iger also revealed the current role of AI in the company, “it makes it clear that the company is already making it possible for it to be more efficient. However, he assures those who are wary of the use of Disney AI, where they have set three key rules for the company.
“Given the speed of development, we’re taking precautions to make sure there are three things: one is that your IP is protected, which is very important,” Iger says. “Second, especially as this technology emerges rapidly, our creators are respected and, finally, our customers are being considered and valued.”
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Generic AI continues to be a controversial topic within the industry, especially after becoming one of the main concerns during the 2023 writer and actor strike. Iger emphasized that the company will continue to adopt new technologies. Because he recognizes it as an invaluable tool that helps artists create their work.
He said, “We believe in the power, value and importance of human creativity, and from over 100 years of experience we appreciate that technology is a valuable tool for artists, whether filmmakers or imaginators.”
(Source: Hollywood Reporter)
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