Legal battles related to AI can get messy, such as Getty v. Stability AI, where Getty Images claimed that Stability used its images to train its AI model. Because of situations like this, brands often steer clear of using recognizable images like characters and logos in AI to avoid repercussions.
However, a recent landmark agreement ensures that people no longer have to avoid using Disney characters in Sora videos. The Walt Disney Company now has a three-year licensing agreement with Sora, OpenAI’s short-form AI video platform. This makes Disney the first major content licensing partner on Sora.
Using Disney Characters in Sora
Sora lets users create short AI-generated videos based on prompts, but it prevents them from using people and characters without permission. By working with Sora, Disney is allowing the platform’s users to use over 200 characters from Disney, Marvel, Pixar, and Star Wars.
Characters like Mickey Mouse, Stitch, Cinderella, Elsa, Iron Man, Thor, and Darth Vader are now usable. This includes props, outfits, vehicles, and locations related to the characters. However, the agreement doesn’t include talent likenesses or voices.
Fans will be able to watch a curated selection of Sora videos on Disney+ to encourage users to connect with Disney’s stories and characters. All these new features are expected to be available in early 2026.
Other Aspects of the Licensing Agreement
While Disney characters appearing in Sora is the most appealing aspect for fans, that isn’t the only part of this new agreement. Disney is also becoming a major customer of OpenAI because of this. They will use OpenAI’s APIs to help provide new tools, products, and experiences. Disney will also deploy ChatGPT for employees.
Disney will make a $1 billion equity investment in OpenAI. As part of this agreement, both Disney and OpenAI will remain committed to responsible AI use. They will ensure that Sora protects user safety and rights while preventing users from generating illegal or harmful content. As always, OpenAI will continue implementing responsible measures to improve the trust and safety of users.
Sam Altman, co-founder and CEO of OpenAI, said: “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.”
Stay on Top of New AI Technology
With a major company like Disney working with OpenAI, it’s clear that AI is a huge part of our future. While some brands are still hesitant about AI’s presence, avoiding AI tools altogether can hurt a brand’s visibility.
Avenue Z can help brands understand AI tools and use them to their advantage. Contact us today to see how we can elevate your business amid the constantly growing technology.
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