Disney's AI Plans Aim for Creative Boost and Operational Efficiency
Disney CEO Josh D'Amaro discussed the company's AI plans during its earnings call for the third quarter of fiscal 2026. The focus is on using AI to enhance the creative process, improve operational efficiency, and strengthen direct-to-consumer platforms.
D'Amaro mentioned that Disney uses AI across its studios to work faster and support the creative process. He pointed out that AI helps get films to market faster by releasing more titles in 3D and adding visual effects to shots that would have been too costly to do by hand before. The studio is also using AI to speed up technical steps like rendering and denoising.
On the streaming side, Disney's ad and marketing teams are testing AI-generated creative for ads on Disney Plus. At ESPN, AI supports fan engagement tools like Sports Center for You, new ad formats, and production tasks such as live captioning and highlight clipping.