Disney’s push into artificial intelligence isn’t going as smoothly as some might think. While there’s a lot of talk about AI replacing workers in Hollywood, the reality behind the scenes is more complicated. Disney has been trying to use AI for various projects but keeps running into legal roadblocks and concerns from unions. The company even created a new business unit dedicated to AI tech, but progress has been slow and fraught with issues.

Trying to Clone Characters and Avoiding Copyright Issues

One of Disney’s recent experiments involved using AI to “clone” the face of actor Dwayne “The Rock” Johnson for a scene in the upcoming “Moana” remake. Instead of filming with Johnson himself, Disney considered deepfaking his face onto his cousin Tanoai Reed’s body. Johnson was reportedly okay with the idea, but Disney’s lawyers weren’t. They couldn’t figure out how to protect the data from being misused or ensure that the company owned all rights to any AI-generated content. Since most AI models are trained on publicly available images and text, anything created with them is on shaky legal ground. That’s a big problem for Disney, which has tight control over its characters and intellectual property. Despite shooting some footage, Disney and its AI partner, Metaphysic, couldn’t finalize a contract after 18 months, so those scenes won’t make it into the final movie.

AI in Films and the Union Concerns

Disney faced similar hurdles with plans to include AI in the next “Tron” movie. They proposed a scene where an animated sidekick, Bit, would be generated on-screen by AI, with a human voice actor providing the sound. But that idea was shelved. The reason? Disney was in the middle of contract negotiations with actor and writer unions and didn’t want to stir up trouble. They were worried about bad press if it looked like they were trying to use AI to replace actors or writers without union approval. So, the scene was abandoned, and the company played it safe.

Legal Battles Over AI and Intellectual Property

While Disney is cautious about using AI in its films, it’s also fighting to protect its own intellectual property from misuse by AI companies. Recently, Disney joined Universal Studios in suing Midjourney, an AI image generator. Disney claims Midjourney used its copyrighted images without permission, making it a “bottomless pit of plagiarism.” Disney’s legal chief, Horacio Gutierrez, explained that the company wants to give its creators access to the best AI tools without risking long-term damage to their IP. This legal battle highlights the tricky balancing act Disney faces: trying to harness AI’s power while safeguarding its iconic characters and content.

In the end, Disney’s experiences show that integrating AI into big-budget entertainment isn’t straightforward. The company is caught between innovation and protecting its legacy. It’s clear that AI has potential, but legal and ethical hurdles still need to be addressed before it can be seamlessly woven into Hollywood’s fabric. Disney’s cautious approach reflects the complex reality of AI’s role in the future of media and entertainment.

Inspired by

• https://futurism.com/disney-secret-ai-disaster

Sources

• gmpg.org
• nytimes.com
• wsj.com
• scientificamerican.com
• wired.com