Disney's Cautious Approach to AI in 'Moana' and 'Tron: Ares'
Artificial intelligence is making its way into Hollywood, with Disney at the center of the conversation. As the technology improves, the studio has been exploring AI's potential in film production but remains wary of the legal and ethical challenges it presents.
AI and the Live-Action 'Moana' Remake
Disney is developing a live-action version of Moana, with Dwayne “The Rock” Johnson set to reprise his role as Maui. A recent report revealed that the studio considered using AI to digitally clone Johnson’s face. The plan involved collaborating with AI company Metaphysic to create deepfakes that could overlay Johnson’s likeness onto a body double, allowing him to appear in multiple scenes simultaneously.
Although Johnson was on board with the idea, Disney grew concerned about ownership rights over AI-generated content. The inability to fully claim creative control led to the decision to abandon the AI-driven footage. This situation highlights the complexities studios face when integrating AI into creative projects.
AI Concepts Scrapped in 'Tron: Ares'
Disney’s upcoming Tron: Ares revolves around themes of artificial intelligence and its real-world consequences. At one point, executives considered incorporating an AI-generated character as a sidekick to Jeff Bridges’ role, aiming to generate buzz and marketing appeal.
However, internal concerns about potential negative publicity caused the company to drop the idea. This caution reflects Disney’s protective stance on its intellectual property and brand reputation.
Protecting Intellectual Property Amid AI Concerns
Disney’s wariness extends beyond film production. Earlier this year, the company joined NBCUniversal in suing AI company Midjourney over copyright infringement. This move underscores how seriously Disney takes the risks associated with AI-generated content affecting its assets.
- Disney’s hesitation to fully embrace AI in filmmaking is partly driven by legal uncertainties.
- The ethical implications of deepfakes and digital doubles remain a hot topic in the industry.
- Studios balance innovation with brand protection and audience trust.
For communications and PR professionals, these developments offer a clear example of how technology integration requires careful messaging and risk management. Monitoring AI’s role in media production will continue to be important as both opportunities and challenges evolve.
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