Creative industries express concern over OpenAI-Disney licensing deal involving Disney characters in AI tools

A union representing workers in the creative industries has expressed real concern about a $1 billion deal between Disney and OpenAI that licenses parts of Disney’s catalogue to the AI tools used by ChatGPT and Sora. The arrangement would allow users to generate images and videos featuring more than 200 Disney characters from franchises such as Pixar, Marvel, and Star Wars, including iconic figures like Mickey Mouse and Luke Skywalker. Although Disney states that the deal does not involve talent likenesses or voices, industry leaders fear it could undermine human creativity and the livelihoods of performers. SAG-AFTRA notes that while the agreement rules out using human performers’ likenesses, the overall development raises important questions about the impact of AI on employment and creative rights. Equity, a major performers’ union, is seeking stronger AI safeguards as actors vote on being digitally scanned for on-set use. There are broader concerns about the authenticity and control of creative output when AI-generated content is heavily tied to existing IP. The tech advances come amid other legal and ethical debates, including high-profile disputes over copyrighted material and the potential misuse of AI for deepfakes. Experts say rights holders and AI developers are moving quickly to establish licensing models for training and future use, signaling a shifting landscape for intellectual property in entertainment.