The Walt Disney Company has assembled an AI task force to evaluate the future use of Artificial Intelligence in movies, theme parks, and more, according to Reuters.

Reuters notes that the task force was formed before the Writers’ Guild of America went on strike, partially due to the use of AI technology.

The company is seeking to hire 11 AI-related roles, including inside Walt Disney Imagineering. They are also aiming to use the advertising team to create a “next-generation” AI-powered ad system. Former Disney CEO Bob Chapek used to refer to their explorations into a Metaverse as a “next-gen” experience. The Metaverse team was disbanded shortly after Chapek was replaced.

For its parks business, AI could enhance customer support or create novel interactions, said the second source, as well as a former Disney Imagineer, who declined to be identified by Reteurs because he was not authorized to speak publicly. The former Imagineer pointed to Project Kiwi, which used machine-learning techniques to create Baby Groot, a small, free-roaming robot that mimics the “Guardians of the Galaxy” character’s movements and personality.

Notably, Disney Imagineering forayed into AI in 2022 with D3-O9, the AI concierge droid on the Star Wars: Galactic Starcruiser. The technology was still in beta mode and the Galactic Starcruiser will be closing permanently this September.

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