According to TheWrap, The Walt Disney Company is reportedly set to spearhead a major transformation in the artificial intelligence sector.
While details remain elusive and it appears the company has not yet decided whether to officially announce the initiative, Bob Iger and his team appear to be advancing "a significant AI project that will profoundly alter its creative output." This project may involve hundreds of employees, primarily focusing on post-production processes, with the parks and experiences division also expected to benefit.
Due to the scarcity of information, the news seems to have rapidly spread and was inadvertently leaked after being overheard by some on Wall Street. Notably, the timing of this leak is suspicious, coinciding with Disney's preparation to announce its fourth-quarter earnings for fiscal year 2024. This period would have been an ideal opportunity to publicly discuss the AI initiative during the earnings call, which typically receives limited attention to creative endeavors.
Reflecting on last year, the industry faced a six-month shutdown due to overlapping strikes by writers and actors. One of the primary points of contention was the regulation of artificial intelligence in the entertainment industry, significantly impacting visual effects artists and related teams involved in post-production. These professionals, affiliated with IATSE, reached a new agreement earlier in 2024.
Nevertheless, artificial intelligence has deeply entrenched itself in Hollywood and is set to continue its influence. Recently, Lionsgate announced a partnership with Runway to innovate its pre-production and post-production workflows. Other studios are also adopting this emerging technology in a more subdued manner. Similar to the adoption of computer-generated effects twenty years ago, AI technology is expected to become ubiquitous over time.
Specific details about Disney's AI initiatives are anticipated to be revealed in the coming weeks, offering deeper insights into the behind-the-scenes developments in Hollywood. It remains uncertain how this transformation will impact the "Star Wars" franchise, which has consistently been at the forefront of technological advancements thanks to George Lucas's visionary leadership. Since the introduction of Volume technology in the late 2010s, Disney has maintained a competitive edge in this domain. However, AI has since advanced rapidly, far surpassing previous technologies.
Lucasfilm also employs a highly consistent post-production methodology, supported by a team of concept artists dedicated to all its projects. However, with the incorporation of Volume technology, post-production is undergoing some changes. It remains to be seen whether artificial intelligence will further revolutionize this production process.
