Disney has taken a bold swing into the AI era, investing US$1 billion in OpenAI and signing a three-year licensing agreement that gives ChatGPT and OpenAI’s Sora video model access to hundreds of iconic Disney characters and worlds, from Marvel and Pixar to Star Wars.
The deal makes Disney OpenAI’s first major content-licensing partner for Sora, and positions the entertainment giant as both an investor and a major enterprise customer. As part of the agreement, Disney is also purchasing ChatGPT Enterprise licenses for employees across the company.
Shares of Disney rose in response to the news, up 0.6% pre-market and more than 2% after opening.
OpenAI confirmed that starting in early 2026, fans will be able to generate official, studio-approved AI images and short-form videos featuring more than 200 characters, along with costumes, props, vehicles, and classic environments drawn from decades of Disney storytelling.
Sora will power user-generated, TikTok-style videos, while ChatGPT users will interact with AI-driven versions of Disney characters. The agreement excludes talent likenesses and voices.
Disney CEO Bob Iger has hinted for months that AI would play a major role in the company’s future, stressing both the need to protect Disney’s vast IP library and to create new forms of audience engagement as streaming growth stagnates and platforms like YouTube surge.
By partnering with OpenAI, Disney aims to boost interaction around its franchises and deepen fan involvement, especially among younger audiences increasingly drawn to user-generated content. The companies also indicated that OpenAI models may soon power new digital experiences for Disney+ subscribers, signaling a shift toward more interactive streaming.
The deal also underscores Disney’s defensive posture toward generative AI, the company is currently suing Midjourney over alleged unauthorized use of its copyrighted works, with litigation still ongoing.
This partnership marks one of the most significant alliances between Hollywood and the AI industry to date, tying the future of Disney storytelling to the rapidly evolving capabilities of OpenAI’s models.
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