OpenAI-Disney's $1bn deal: what creatives need to know (and do) now
Disney has licensed parts of its catalogue to OpenAI in a $1bn agreement that will bring 200+ characters into ChatGPT and Sora. Think Pixar, Marvel, Star Wars-and yes, Mickey and Minnie. Fans will be able to generate and share images and videos featuring these characters starting in early 2026.
The deal excludes human performers. No actor likenesses or voices are included. Still, unions say there's "real concern" about what this means for working artists, actors, and crews.
What's actually in the deal
Disney becomes the first major studio to license parts of its catalogue to OpenAI. The list includes characters from Zootopia, Moana, Encanto, Marvel, and Star Wars-Luke Skywalker and Deadpool among them.
Disney says the agreement does not include any talent likenesses or voices. So, characters-yes. Real people-off limits. Rollout is expected in early 2026 for both ChatGPT and Sora.
Why creatives are worried
"Everyone in the entertainment industry, especially creative talent, are incredibly worried about what the implications are," said Sag-Aftra's Duncan Crabtree-Ireland. He noted both companies told the union the agreement rules out using any performer's image, likeness, or voice-but concern remains.
Equity is balloting performers on refusing digital scans until stronger safeguards are in place. As Equity's Cathy Sweet put it, the material being licensed comes from professionals' work-and their rights must be protected.
IP and legal signals you should watch
IP lawyer Joel Smith says this shows rights owners and major AI developers are moving fast on licensing for training and future use. Translation: more deals are coming, and the terms will define your leverage.
Reports also suggest Disney sent Google a cease-and-desist over alleged large-scale copyright infringement. Meanwhile, Warner Music Group announced an AI music venture with Suno a year after suing the start-up. Expect more legal jockeying as the market tests boundaries.
Content concerns aren't hypothetical
Sora's lifelike video outputs have sparked backlash over offensive deepfakes of deceased public figures. OpenAI paused Sora's ability to generate images of Dr. Martin Luther King Jr after clips surfaced with disrespectful depictions and language.
Similar videos of President John F. Kennedy, Queen Elizabeth II, and Stephen Hawking circulated widely, leading to public pleas from families-like Zelda Williams-asking people to stop sharing AI versions of their loved ones.
Practical steps for creatives (do these now)
- Put AI clauses in your contracts. Define consent, compensation, limits on digital replicas, training rights, reuse, and takedown processes.
- Control scans. If you're asked to be scanned, require specific scope, storage limits, duration, and a separate fee with renegotiation on new uses.
- Protect voice and likeness. Ban synthetic replicas unless explicitly approved in writing with clear rates, approvals, and attribution.
- Set your training terms. If your work is used to train models, require a license, credits where possible, and a payment structure tied to use.
- Use provenance tools. Add metadata and visible cues to your work; consider C2PA-style authenticity methods when available on your tools.
- Monitor misuse. Set up alerts for your name, character names, and signature style. Act fast on takedowns and document evidence.
- Know the platform rules. Read the TOS for any AI tool you touch-what it keeps, trains on, or shares-and opt out where possible.
- Align with your union. Track guidance from your guild on scans, digital doubles, and AI clauses; coordinate before you sign.
- Experiment safely. If you plan to use licensed characters in client work, confirm rights first. Keep a paper trail for every asset and prompt.
Why this matters for your next contract
Studios and AI firms are striking deals that set precedents. If you're not explicit about AI in your terms, you're leaving value on the table-and risk on your back.
Clarity now beats cleanup later. Get your language in place before you step on set, deliver a design, record a voiceover, or upload a demo.
Helpful resources
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Bottom line: Big licensing deals are here. Keep your rights intact, keep your contracts tight, and keep your options open.
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