As emerging technology continues to influence the way The Walt Disney Company operates, CEO Josh D’Amaro has outlined how the new J.A.R.V.I.S. AI tool will be used for Imagineering.
J.A.R.V.I.S. AI Tool and Imagineering
In addition to announcing a major reorganization moving Disney Consumer Products from Experiences to Entertainment, a new partnership with TikTok, and closing a $1.2 Billion deal with Hearst, the company also shared its plans for the J.A.R.V.I.S. AI tool. J.A.R.V.I.S. is an AI ecosystem that gives Imagineers access to their collective intelligence. They have digitized 70 years of data and made it available at Imagineers’ fingertips.
Over 2,000 Imagineers were given access to this AI earlier this year. In addition, the company is using AI-powered digital twins and simulation tools to design and stress-test new attractions. This also includes the company’s plans to build a new theme park in Abu Dhabi.
As we’ve already shared, AI is simplifying booking and planning vacations. Several recent updates include more straightforward booking steps, improvements to how plans and details appear in the My Disney Experience app, and changes designed to reduce day of decision pressure, which has reportedly brought higher guest satisfaction and fewer reported planning challenges.
Disney is also using AI to help Cast Members better serve guests.
In a letter to shareholders today, D’Amaro said:
“We see emerging technologies as a significant opportunity for our company to drive returns, one that builds on our legacy of innovating at the intersection of creativity and breakthrough technology. We’ve been developing AI and machine learning capabilities for decades, and we’re actively investing in groundbreaking teams that have always pushed the boundaries of storytelling across Industrial Light & Magic, Pixar, Disney Research Studios, Walt Disney Imagineering, and others.
With AI, it isn’t simply about efficiency. We use it first and foremost to enhance a creative process that will always be human-centered, artist-driven, and creator-led. We’ve cultivated the world’s richest portfolio of IP and production experience across a century of filmmaking, giving us an advantage that our peers and no new entrant can quickly replicate.
We’re already putting this into practice. At Disney Experiences, AI is accelerating how we design, build, and operate our parks and attractions. We made our J.A.R.V.I.S. AI tool available to our more than 2,000 Imagineers earlier this year, giving them instant access to over 70 years of institutional knowledge. We’re using AI-powered digital twins and simulation tools to design and stress-test new attractions, including leveraging these tools for the Abu Dhabi park. And we’re applying AI to simplify the booking and planning journey for our guests, while equipping our cast members with AI-assisted tools to better serve guests in the moment.”
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