Disney has announced a transformation of its streaming platform that will allow users create and view AI-generated video clips directly from Disney+. The company is seeking a shift towards interactivity, which, according to its CEO, will be one of the biggest changes since the service's launch in 2019.
In a recent call with shareholders, Bob Iger assured that they maintain “productive conversations” with artificial intelligence companies to enable creative functions with a very clear framework: protect your franchises and control the distribution of material within the application itself.
What Disney+ is preparing: UGC with AI and clear limits
The plan involves offering subscribers the possibility of generate short format content with AI tools integrated into Disney+. Iger described a “much more engaged” experience, in which users could create and consume videos made by other subscribers, always with moderation systems and strict guidelines.
The company has traditionally been protective of its rights, so this move would come with safeguards: The content would be created and would remain on Disney+, without free exports and with filters to prevent uses that violate intellectual property.
This approach is reminiscent of the success of UGC on platforms like Roblox, although with the nuance that Disney will not open the fence completelyThe goal is to encourage fan creativity with Toy Story, Frozen, Star Wars, or Marvel, but without relinquishing editorial and legal control.
From technology to legality, the rollout will involve moderation, traceability, and systems for detect inappropriate content or infringer. The company wants to avoid the chaos seen in other services when trademark usage limits are exceeded.
Disney's interest in AI also extends to enhancing the in-app experience: interaction, retention, and new avenues for participation so that subscribers are an active part of the ecosystem and not just passive spectators.
Epic Games and "game-like" features
In addition to generative video, Iger announced that Disney+ will integrate features inspired by the world of video gamesTo achieve this, Disney will leverage its agreement with Epic Games (creators of Fortnite), which opens the door to interactive experiences and creative tools for the community.
The alliance with Epic envisions building a large Disney digital universe around Fortnite and its technology, so that Users could interact with official assets and, over time, develop supervised experiences with in-house content.
In the short term, this could translate into mini family experiences within Disney+ and dynamics reminiscent of party games or proposals where the mobile acts as a controller, reducing the technical friction to start playing.
For Disney, this approach not only provides differentiation from other streaming services, but also It fits with the UGC's momentum, expanding the creative possibilities around its best-known franchises without leaving its own ecosystem.
The key will be finding a balance between fun and control: powerful but limited tools, that allow creation without encroaching on the territory of official releases or clashing with licenses.
Potential AI partners and the industry context
Although Disney hasn't named names, those mentioned in the industry include... Showrunner (Fable Studio) as a platform capable of executing this vision, and it's not OpenAI. Known as "the Netflix of AI," it allows create animated programs using models that generate scripts, voices and editing, and its CEO has acknowledged talks with Hollywood studios to work with licensed intellectual property.
The idea that fans can produce animated clips in a guided wayWhile adhering to certain creative guidelines, this aligns with Iger's description. In any case, Disney insists the rollout will be done "responsibly," prioritizing the protection of its brands.
The move comes after the proliferation of videos featuring celebrities in third-party AI tools, as recently happened with generative versions of Disney and Pokémon iconswhich forced some platforms to remove material due to possible infringements.
Therefore, bringing user creativity into a controlled environment, with clear terms of use and verification systemsThis may be preferable to chasing content scattered across the entire network, something that has historically been complex to manage.
In Spain and Europe: what to expect
For users in Spain and the rest of Europe, any rollout of these features will have to comply with community regulations copyright and data protection, as well as incorporating robust moderation systems in different languages.
Disney has made it clear that its priority is protect intellectual propertyTherefore, it is reasonable that AI-generated content remains within Disney+, with limited sharing options and automatic and human reviews before publication.
Reactions and open doubts
Initial readings have sparked some debate: some users are excited about the possibility of create pieces with your favorite characters, and critical voices —including some from the creative community— that fear a shift from professional work to fan content.
Legal questions also arise: who is the author of a clip generated with AI and licensed assets? How are outstanding creators compensated? What moderation criteria Will they prevent misuse? Disney plans to respond with clear rules and active review.
Meanwhile, Iger indicated that Disney+ could explore links with trade (parks, hotels or cruises), using these interactive experiences as a driver of brand relationship, something the company has historically done in other channels.
With the backing of Epic Games and specific agreements with AI providers, the company is seeking a model in which the audience collaborates without breaking the canonkeeping leaks and sensitive content under control, and channeling creative energy where it can add value.
Disney+'s plan aims for a more vibrant and interactive platform: AI tools for short clips Within a walled garden, game-like features supported by Epic and a legal and technical framework to protect its franchises, an ambitious mix that, if it comes together, could redefine how we participate in Disney universes.
