During the recent earnings call, Disney CEO Josh D’Amaro shared how they are thinking about using AI and evolving technologies to push forward the company. Plus, we received more specifics on how they are using AI across different divisions of the company than we ever have before.
In addition to sharing the specifics, he also talked about their perspective on the the technology and areas that they don’t plan to use it. We’ll get into how Disney is using AI across their businesses. Mickey Visit brings you the latest Disney news and planning resources, including details on Disney vs Universal in attendance and all the new Disney World popcorn buckets.
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Disney’s Use of AI to Evolve Company
Disney CEO Josh D’Amaro shared thoughts on how the company is using AI in the Q3 Disney earnings call.
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“Our company was founded on the convergence of breakthrough technology and continuing that tradition is a priority for me and this leadership team. That’s why we are leveraging AI to bring the most innovative tools to our storytellers. AI isn’t simply about efficiency. It is about enhancing a creative process that will always be human centered, artist driven, and creator led.”
He continued saying that “AI lets us work faster and smarter.” D’Amaro then broke down specifics on the call about how each division of the company is using AI.
Film Studio
He spoke to the power of AI use in pre and post production for films. This mirrors an interview that Jon Favreau did earlier this year on The Town where he spoke to how AI is a tool that can be used to better improve planning of productions.
D’Amaro also shared that they have seen how successful films have been in large formats, including 3D. AI allows for more films to be shown in 3D at a lower cost. It also allows for more visual effects to be used in more shots and to denoise shows and speed up rendering.
He stated “AI amplifies what our storytellers can do. It doesn’t replace them.”
Streaming
Within streaming they hope to improve the personalization engine and customization of the app experience for viewers. They also spoke to the possibility of generative AI tools for ad partners to use in their advertising with Disney.
ESPN
He spoke to the power of AI in fan engagement. D’Amaro shared that they are already having success with customization here with their SportsCenter for you product.
He also pointed to found revenue through new ad formats and improved productivity via live captioning and highlight clipping.
Disney Experiences Theme Parks
We recently reported on Disney’s efforts to integrate AI into theme park planning processes and theme park apps.
During the call, D’Amaro spoke to their goals to use AI to reduce complexities in the guest experience at the parks. They know that the planning and booking process can be complex and that there are improvements they can make here.
He also spoke to how they are using technology to push the guest experience at the theme parks. New technologies, including AI, are allowing Imagineers to design even more ambitious projects faster than they ever have before.
More Technology Improvements at Disney
Beyond AI, they are working on other technology improvements. Josh D’Amaro said that one specific example of improvements that they are making is the unification of customer data. Right now there are disparate data sets across the company that don’t talk to each other.
Disney is working to unify consumer data across the company to serve fans better and drive lifetime value. They have a breadth and richness of data across parks, streaming, and studios.
He stated “no one else can connect the fan experience the way that we can. Connecting all the data let’s us use it.” I have actively pushed for Disney to lean into the consumer data that they have to deliver a stronger guest experience that rewards loyalty and thanks fans for their engagement. Stay tuned for later this week when I share a deeper look at this area for improvement.
D’Amaro wrapped up his comments on new technology saying that the company is focused on becoming a more effective, more agile, company than what they are today. They know it is possible. It will be good for the audience and efficency matters financially for the company matters too. Using AI in certain areas frees up capital to invest in what drives real value for the company.
Disney previously announced an investment in OpenAI’s Sora generative AI platform before that platform was shut down. The above moves demonstrate that they are actively charting their course through the AI ecosystem.
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