The Walt Disney Company will become the first major content licensing partner on OpenAI’s short-form generative AI video platform, Sora, in a deal that aims to merge Disney’s iconic storytelling with OpenAI’s cutting-edge AI technology.
Disney framed the agreement as a way to expand storytelling while protecting creators and rights. The entertainment giant, on Thursday revealed that it will make a $1 billion equity investment in OpenAI and enter a three‑year licensing agreement that lets OpenAI’s Sora and ChatGPT Images use more than 200 characters from Disney, Marvel, Pixar and Star Wars, while excluding talent likenesses and voices.
The companies said the deal also makes Disney a major customer of OpenAI and could make a selection of fan‑created Sora videos available to stream on Disney+.
“Technological innovation has continually shaped the evolution of entertainment, bringing with it new ways to create and share great stories with the world,” said Robert A. Iger, CEO, The Walt Disney Company.
“The rapid advancement of artificial intelligence marks an important moment for our industry, and through this collaboration with OpenAI we will thoughtfully and responsibly extend the reach of our storytelling through generative AI, while respecting and protecting creators and their works. Bringing together Disney’s iconic stories and characters with OpenAI’s groundbreaking technology puts imagination and creativity directly into the hands of Disney fans in ways we’ve never seen before, giving them richer and more personal ways to connect with the Disney characters and stories they love.” Robert added
OpenAI’s announcement described a shared commitment to responsible AI and said the company will continue to implement controls to prevent harmful outputs.
“Disney is the global gold standard for storytelling, and we’re excited to partner to allow Sora and ChatGPT Images to expand the way people create and experience great content,” said Sam Altman, co‑founder and CEO of OpenAI.
“This agreement shows how AI companies and creative leaders can work together responsibly to promote innovation that benefits society, respect the importance of creativity, and help works reach vast new audiences.” Altman added
Under the licensing terms, Sora will be able to generate short, user‑prompted social videos drawing from animated, masked and creature characters – costumes, props, vehicles and environments from across Disney’s brands. ChatGPT Images will also be able to generate images that use the same intellectual property. The agreement does not cover voice or actor likenesses, and OpenAI committed to age‑appropriate policies and controls to reduce misuse.
Disney will receive warrants to purchase additional OpenAI equity and will deploy OpenAI’s APIs across parts of the business, including Disney+. The companies said Sora and ChatGPT Images are expected to begin producing fan‑inspired content using licensed characters in early 2026, pending negotiation of definitive agreements and customary approvals.
The move is the latest sign of Hollywood’s shifting stance toward generative AI, where studios are weighing the potential to monetise user‑generated AI creations against concerns raised by talent and creators about rights, compensation and misuse. Disney has previously taken legal action to protect its intellectual property, and the new partnership is accompanied by promises of safeguards and ongoing oversight.
Industry reaction was mixed. Some analysts called the deal a blueprint for how entertainment companies can monetize AI, while talent groups and unions signalled they will monitor enforcement around likeness and voice protections closely. For Disney, the strategy hedges against competitive threats from major tech platforms while creating a new fan engagement funnel that could drive traffic to Disney+ and other services.
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