Disney to Unveil Major AI Initiative in VFX and Post-Production

The Walt Disney Company is preparing to unveil a significant new AI initiative aimed at transforming its creative operations, according to sources familiar with the matter. The initiative, which is expected to involve hundreds of Disney employees, will focus primarily on enhancing post-production and visual effects (VFX) across its projects.

Focus on Visual Effects and Post-Production

Insiders reveal that Disney’s AI initiative will center on supporting post-production workflows, such as VFX, in a move that could streamline processes and increase efficiency in its content creation pipeline. The project is also expected to impact Disney’s parks and experiences, though it will not be customer-facing. A Disney spokesperson declined to comment on the development.

One Disney insider noted that while the company has been exploring AI for some time, this initiative represents one of Disney’s most expansive tech efforts yet, even as details remain limited.

Growing Interest in AI Among Hollywood Studios

Disney’s focus on AI mirrors recent moves by other entertainment giants. In September, Lionsgate partnered with AI company Runway to incorporate AI into pre- and post-production for films and television. Analyst Rich Greenfield from LightShed Ventures commented, “Disney has always leaned into technology partnerships. It makes a tremendous amount of sense that Disney is heavily focused on this, but also putting substantial resources behind it.”

Bob Iger’s Vision for AI in Storytelling

Disney CEO Bob Iger has previously expressed an openness to leveraging AI for storytelling. At the Canva Create showcase in May, he remarked, “Walt Disney himself was a big believer in using technology in the early days to tell better stories. And he thought that technology in the hands of a great storyteller was unbelievably powerful.” Iger encouraged focusing on technology's potential to enhance storytelling and reach a broader audience.

Iger added, “You’re never going to get in the way of [technology]. There isn’t a generation of human beings that has ever been able to stand in the way of technological advancement. What we try to do is embrace the change... and use it as the wind behind our backs.”

Potential Impact on Disney’s Workforce and the Industry

Disney’s potential AI expansion comes as the entertainment industry grapples with AI's role in creative production. Disney is in a unique position to integrate AI, given its vast data resources and diversified operations. The company’s digital platform, Disney+, along with data from its theme parks, offers a foundation that could support advanced AI applications.

However, the creative community may view Disney's new initiative with skepticism, particularly given recent layoffs. In 2023, Disney announced over 7,000 layoffs, with the most recent round affecting 300 employees in September. Some fear that a deeper reliance on AI could lead to further job cuts, particularly in creative departments.

Tensions with the VFX Community

This announcement also arrives amid a push to unionize various VFX departments within Disney, including those at Marvel Studios and teams working on blockbuster franchises like Avatar. Union organizers have raised concerns about AI’s potential to replace skilled visual effects artists, adding an additional layer of complexity to Disney’s AI ambitions.

What This Means

Disney’s anticipated AI initiative signals a major shift toward technology-driven creativity in Hollywood, setting a precedent that other studios may follow. While AI could streamline production and enhance storytelling, it also raises questions about the future of creative jobs. As Disney makes this bold move, the industry will be watching closely to see how AI reshapes Hollywood—and how the creative community responds.