www.indiewire.com: So much of the fear around artificial intelligence is that movie studios are going to use generative-AI to replace writers, directors, visual artists, and even actors and pump out entire films and shows with Sora 2 or other models. Cooler heads have had to prevail and show there are right ways about approaching generative-AI and doing so with an artist focus, insisting that jobs will evolve rather than be replaced and that there’s no replacing good storytelling.
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I didn’t consider if a company as large as Disney used AI that it would be letting a software invade its IP and design to feed the machine to spit something similar out that’s not under the Disney umbrella. I think Disney should stay away or at the worst make their own internal version. However, because every Disney property is somewhere accessible on the internet for all AI engines, the machines already do rip off Disney IP styles and signature character trademarks. I think the fear of AI taking over jobs is real. While I don’t subscribe to the slippery slope theory that humans will become obsolete, I disagree with the article’s point that AI could become a way to enhance current jobs and make AI “safe.” I think jobs will be forced to incorporate AI and make jobs less enjoyable and unique. Jobs especially founded in hiring ingenuity and innovation in its workers will loose steam to the fact a machine lets you quit on thinking through everything yourself.
I’ve always found it interesting how creators of streaming services seem, in my opinion, so misled in what they should do to increase their traffic or profits. They always want to branch out into other genres, such as gaming or social media as seen here. If they want more people to want their subscriptions, they should focus on creating entertaining content. Lately, Apple TV has been very successful in this area. Ted Lasso, Severance, and Shrinking, for example, have brought in so much interest from users that would leave for a lot of potential for profit. I strongly believe there’s no need for sharing AI-generated short form content on a streaming service. It’s irrelevant to film and television, just like adding panels of poor quality games in between what the users are actually looking for. In my opinion, it’s low hanging fruit as opposed to focusing on what their businesses exist to platform and create. I'm also generally concerned about the major implications this use of AI could have on the future of Disney artists.
If Disney was to go the route of AI I think it would really be the final nail in the coffin for Disney itself. Considering that they have been making so many remakes, recently. Recycling as much content as possible to make as much money as possible. I wouldn't even find it that hard to believe that they would make such a move. That being said there's definitely a chance that they don't. But when they discuss valuing their writers it's such a slap in the face, because they clearly don't already. There's been countless writer strikes, that represent the status of how much these companies actually care for their employees and IPs, and Disney isn't the only company that is actively trying to spend as little to make as much money as possible. I appreciate that they are at least trying to calm people down. But it definitely isn't off the table for them considering the environment that they are in.
This… this will not end well. Allowing anyone to create disney animations via AI will never end well. People will bypass the filters and create some extremely inappropriate things, take zootopia for an example, people were being weird with the characters, so imagine if you’re like “hey you now have a sandbox to play with!” People will get freaky, and will not behave at all. Not to mention, this will destroy the artistic integrity of disney and what they are made from. Originally, they were only hand drawing and quick page turn for their animations, then they moved to getting artists to animate, they are built on on-hand by artist work, not “hey give this prompt to AI and the robots will do all the work.” Now, I could see disney being like “hey disney plus subscribers, submit ideas for the next film,” that could work, however, I do not believe this will end well at all and will be watching to see how long this lasts.
I heard about this just the other day on social media, and I’m still really upset about it. Seeing Disney take this move is the most disappointing and stupid thing I’ve ever seen. Disney has been a major pillar in the world of art, animation, and storytelling for years and to see them turn towards AI is incredibly disheartening. I don’t care if it gives users the ability to interact with your content, those users could also pick up a pencil and use their own brains instead of stealing art and plagarizing. I seen previous employees of Disney and people who have made shows with them come out and say to boycott their shows/Disney in response to this, so it is very clear that even people who once worked with/work with the company are against this. Their art is going to be used against their will for AI, and its horrible. I really hope that community backlash is enough to get Disney to not go down this road.
I think that from a business perspective, the fear behind this decision is clear. They worry that if they do not produce a Disney brand competitor to the AI generator market, then suddenly they will lose value in the market, as they perceive that the audience will shift towards generating content. However, I'm not sure how much of this would be viable in the long run. The thing with AI is that as of right now, it is not technically speaking, in artificial intelligence, just a generative program. it doesn't have the capacity to create original material by itself.I don't know how much the audience will actually care about that after the initial phase of excitement has worn off. Furthermore, I have some concerns about the payment that the artists are receiving for their work training these models.I remember reading an article somewhere that talked about how Disney has very strict guidelines that basically copyrights everything that you ever draw as long as you're employed with them. My personal disagreements with those contracts aside, this means that Disney has thousands upon thousands of artist documents that aren't even related to Disney projects, they were just drawn by Disney artists while under the employ of Disney.
I feel like the only way to make this kind of ethical is to make the AI’s field of training EXTREMELY limited so it’s not stealing work, and pay the creators it does train off of. Disney has a huge host of creative material. It doesn’t need to steal from anywhere else. I think the use of AI would be more of a tool to streamline the creative process. It makes more sense for artists to design and control scenarios and for AI to be the working cogs that make it function. I fundamentally disagree with the use of generative AI in general because of its environmental impact already, and would not be engaging with this. The thing about “user generated content so that consumers can create their own Disney things!” is that consumers have always had the power to create. What I think would be better (and also probably be worlds better for children's development) is using this AI budget to facet creative projects for kids. Give them free animation tutorials through Disney+. Or writing workshops!!! Let kids exercise the creative process of thinking instead of having them type what they want into a computer.
I didn’t think a company as big as Disney would use AI but I can’t say it doesn’t make sense. I think if they use AI it may be kind of the straw that broke the camels back for many people with Disney. They haven’t really been coming out with anything new other than remaking older animated films into live actions recently and most people from my perspective haven’t not responded well to these movies. All this is doing is allowing people to create their own disney style animations with AI which would not end well for disney if something were to take off. Disney used to be so famous for their great movies but allowing the use of AI to help them create their movies takes away the human touch and the creativity brought by the writers. I really hope Disney gets backlash for their use of AI and will find other ways to come up with ideas for movies.
Is it just me or does this article feel like it was AI generated? I’m kidding, that was a joke. I think that this is just such a money grab. People already write fanfiction which is exactly what they are describing doing with AI. The only difference is with fanfiction, there’s no profit for Disney and they hate that. But if you make your fanfiction AI and marketable and something that gets shared on social media platforms and you have to have a Disney+ subscription to make that gives Disney more revenue and that’s so exciting to them because it’s just more money for them. People already write fanfiction. People already make short films that are fanfiction because they love it so much, we don’t need AI to do fanfiction. We already do it; this is just a way to make money off of the fanfiction.
I understand why they would want to use AI especially for animated films, but I definitely feel like this is something that they will go too far with to the point where a lot of artists and creators will be forced out of a job. I also think that for animated films if they use AI it just won't have the same effect and artistry that it has previously had without AI. Personally, I actually liked a lot of their older films like Sleeping Beauty and Cinderella where it looked like someone had just drawn these characters and it came to life rather than this really puffy, 3D, half hyperrealism that they've been leaning into recently. I also don't necessarily think that this is a controversial opinion considering how much attention those movies have been getting in comparison to the more recent movies that Disney has produced. Overall, as someone who grew up loving Disney I'm definitely worried about the future of it and I definitely think this choice would be a step in the wrong direction.
I feel like this is just the cherry on top of all my anti-Disney opinions as of late. “If Disney can figure it out in a safe model that pays and protects everyone appropriately…” that is a funny joke. Disney has turned into just another corporation pining for attention to increase profits. Another once lovely company that's gone sour feeding into capitalism, with a higher focus on business than people. If anyone thinks for a second that Disney would implement AI ethically we need to think about how unethical by nature the general use of AI is. Also, I feel like none of this is necessary- it’s just another way to get kids glued to the screens for profit, which makes me really sad. Basically this is all for increased profits and the added levels of engagement would just increase screen time and add revenue and fill their pockets, which I don’t care too much for. Bah humbug. AI.
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