THE WALT DISNEY COMPANY AND AI TECHNOLOGY: BY GERARD DEVAN - Group Executive

In recent years, Disney has increasingly integrated artificial intelligence (AI) across its diverse businesses from theme parks to streaming, advertising to production in order to boost efficiency, personalize experience, expand creative possibilities, and defend its intellectual property. Rather than treating AI as a side-project, Disney appears to be embracing it as a core part of its future strategy across media, experiences, and operations. As of 2025, this shift reflects both the challenges and opportunities facing legacy media and entertainment companies in an evolving technological and competitive landscape.

This document explores the main ways Disney is deploying AI, the strategic rationale behind it, and some of the trade-offs and risks involved.