One of the most controversial topics of our time could revolve around the use of artificial intelligence, or AI. AI has been accused of illegally using copyrighted materials, and even Disney and Universal filed a suit against Midjourney, a generative AI tool, over copyright infringement.

However, that hasn’t stopped Disney from using AI within its own business, and the company even doubled down on generative AI with a deal with OpenAI that would have allowed its tool, Sora, to generate short Disney-focused content. Although that deal fell apart when OpenAI shuttered Sora, Disney has not given up on AI and has committed to using it for other parts of its business, explaining that it’s nothing more than the company embracing emerging tech.

Disney CEO Josh D’Amaro recently held the company’s Q3 2026 earnings call, and one of the topics that came up was the use of AI. D’Amaro explained that Disney was always embracing emerging tech and wants to use it to bring innovative tools to its storytellers. However, he stressed that Disney would always be artist-driven, and that AI was just a tool to help those artists work faster and smarter. However, the idea is to keep human creativity at the center of what the company does.

Disney believes that AI can amplify what storytellers can do and help them “unleash creativity.” The company believes that human storytellers cannot be replaced. Disney now has a clarity of purpose on how to use the tools to make what they do even better. D’Amaro believes that the use of such technology goes all the way back to Walt Disney himself, who pushed the cutting edge of innovation.

So how does Disney plan to use AI in its day-to-day business? When it comes to making movies, AI can be leveraged across core technical processes to increase the ability to get terms to market, as well as get more movies in 3D and premium formats. AI can also bring visual effects to more shots where those effects might have been much more difficult to accomplish.

For Disney’s streaming platforms, AI is helping the company improve its personalization and recommendation engine, which can benefit the viewer if they’re looking for something to watch with their interests in mind.

Disney’s tech teams are also exploring generative AI-powered creatives in ad delivery. There has been some backlash against AI ads, so it will be interesting to see how Disney will circumvent that kind of reaction from fans.

Finally, Disney wants to improve experiences booking Disney trips, Disney cruises, and other Disney vacations. AI can make planning and booking a Disney trip a lot easier for guests and tailor it to their expectations. According to Hugh Johnston, Disney’s Chief Financial Officer, Disney will also use AI to “implement precision labor demand forecasting” in the theme parks. The goal is to create a better experience for visitors as well as Cast Members, but also better cost management for the company.

We’ll keep an eye out for more Disney news, so stay tuned to DFB for more.

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