100 days since Hollywood strike for AI limitation, Disney explores cost-cutting through AI

Amid Hollywood's strikes filled with clashes over AI's impact and fair pay, Disney has taken a somewhat paradoxical step forward. While Hollywood scribes and actors throw punches over the AI dilemma, Disney's response seems to be, AI is king.

The entertainment juggernaut has embarked on a mission to harness the power of AI, aiming to not only explore its myriad applications across its extensive portfolio but also to potentially trim costs – a move that stands in stark contrast to the ongoing industry turmoil.

Instead of waving the "Save the Humans! (or more accurately, ‘pay the humans’)" banner, Disney is diving headfirst into developing AI applications in-house and cozying up to startups in AI's corner. 

This initiative, began earlier this year even prior to the Hollywood writers' strike, signals Disney's intention to navigate the delicate balance between embracing technological advancement and addressing the concerns of those who fear its implications.

• While the strikes have raised questions about AI's encroachment into creative roles, Disney seems to view AI as a valuable tool to manage the escalating budgets of movie and television production.

Disney's recruitment drive reads like a casting call for AI talent. With 11 job openings seeking AI aficionados, Disney is turning AI into the newest character in its sprawling ensemble.

• From studios to theme parks and even the advertising brigade, Disney seems to believe that AI could be the blockbuster solution to cutting costs and unleashing some digital movie magic.

The positions span a vast spectrum of the company, stretching from Walt Disney Studios and theme parks to the innovative think tank known as Walt Disney Imagineering.

• The advertising team is even seeking to build a cutting-edge, AI-powered ad system for next-generation marketing efforts, reflecting a belief in the technology's potential to revolutionize various aspects of the entertainment business.

The task force assembled by Disney is focused on developing AI applications internally and forging strategic partnerships with startups in the AI space, according to insights from sources.

• This move comes at a time when AI has become a central point of contention in Hollywood contract negotiations, with both the Screen Actors Guild and the Writers Guild of America participating in strikes, pressing their demands for fair treatment in the age of AI.

The timing and rationale behind Disney's AI push might seem perplexing, especially against the backdrop of strikes that pit human creators against the growing tide of automation.

However, insiders assert that Disney perceives AI as a strategic means to tackle the soaring costs of production, which can easily balloon to $300 million for major releases such as Indiana Jones and the Dial of Destiny or The Little Mermaid. 

Such astronomical budgets necessitate massive box office returns just to break even. By leveraging AI, Disney envisions achieving cost savings over the long term, potentially transforming the way films and TV shows are brought to life.

Disney's AI escapades aren't confined to the big screen. Imagine your favorite Disney characters brought to life, not by actors in costumes, but by robots who've watched Guardians of the Galaxy on repeat. Yep, Project Kiwi has birthed Baby Groot's mechanical doppelgänger, complete with moves and personality. The twist? This robo-Groot could be chatting you up on your next visit to a Disney theme park.

Now, in a land where writers are crafting picket signs and actors are belting out protest anthems, Disney's AI saga reads like a Shakespearean comedy. Bob Iger, the mastermind behind Disney's AI dalliances, once declared technological innovation a top priority. It's as if he's asking the industry, "Why quibble about AI replacing humans when we can all just get along?"

While the Hollywood strikes have catalysed fears of job displacement, Disney's approach to AI is not just about replacing human creativity with automation. The company has a storied history of embracing technological innovation since its inception, from the debut of Steamboat Willie in 1928, the first cartoon with synchronised sound, to its current collection of over 4,000 patents spanning theme parks, films, and merchandise.

In fact, Disney's research pursuits have spanned a wide spectrum of AI applications over the years. Their mixed-reality technology named "Magic Bench" allows people to interact with virtual characters on-screen without requiring special glasses. 

In Switzerland, Disney Research has delved into AI, machine learning, and visual computing, embarking on a decade-long quest to create "digital humans" that are virtually indistinguishable from real individuals. 

The Hollywood writers' strike reached 100 days today, with protesting writers arguing that their contract demands with studios were being disregarded. The actor's strike started two months after, over pay and the threat of AI.

Negotiations have resumed, but no end is in sight.