Disney's AI Experiments in Filmmaking Face Legal and Ethical Hurdles
6 Sources
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Report: Disney's Attempts to Experiment With Generative AI Have Already Hit Major Hurdles
A new report from WSJ suggests that plans to use generative AI elements on the live-action 'Moana' and 'Tron: Ares' were stymied by legal ramifications... and the potential for public backlash. As Silicon Valley has pushed the world more and more into trying to make the generative AI boom sustain
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Disney Almost AI-Deepfaked Dwayne Johnson But Thought Better of It
Disney was reportedly planning to deepfake Dwayne "The Rock" Johnson for parts of the live-action remake of Moana but ultimately decided against it over fears of reprisal and copyright concerns. According to a report in the Wall Street Journal, Disney considered using AI to create a digital double
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Disney's Secret Experiments With AI Have Reportedly Been a Comical Disaster
The popular narrative is that workers in the movie and TV industries are set to be trampled by artificial intelligence. But the reality may be more complicated. Behind the scenes, Disney has reportedly been struggling to deploy AI after creating a whole new business unit dedicated to the tech --
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Disney wanted to create a generative AI character for Tron: Ares and explored putting The Rock's head on a different body using deepfake tech for the live-action Moana remake
Disney has apparently tried - and failed - to make use of generative AI in two of its upcoming blockbusters Disney has apparently been flirting with using generative AI in several of its films, though they've been hitting roadblocks in trying to implement it. A new report from the Wall St. Journal
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Disney planned and pitched strong AI usage in live-action Moana remake, Tron: Ares
Disney had planned and pitched the heavy use of AI in two of its biggest upcoming movies, Tron: Ares and the live-action Moana remake. A new report shows that the Mouse is still heavily invested in using the new and unproven technology where it can. According to the report, which stems from the
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Disney's AI setbacks offer some hope for artists
The House of Mouse worries about copyright when it comes to its own. With all the hype around generative AI, it's hardly surprising that Disney has conducted 'secret' experiments with the tech. After all, Lucasfilm, which is owned by Disney, seemed quite proud of the embarrassing AI Stars Wars
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Disney's attempts to incorporate generative AI in upcoming films like 'Moana' and 'Tron: Ares' have been stymied by legal concerns and potential public backlash, highlighting the challenges of AI adoption in Hollywood.
Disney's AI Ambitions Meet Reality
In a revealing report by the Wall Street Journal, Disney's attempts to incorporate generative AI technologies into its upcoming film productions have encountered significant obstacles
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. The entertainment giant's efforts to leverage AI in high-profile projects like the live-action 'Moana' remake and 'Tron: Ares' have been stymied by legal ramifications and concerns over potential public backlash.The 'Moana' Deepfake Dilemma
Source: PetaPixel
For the live-action 'Moana' remake, Disney reportedly planned to collaborate with AI company Metaphysic to create a digital deepfake of actor Dwayne Johnson
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. The idea was to have Johnson's cousin, Tanoai Reed, act as a stand-in, with Johnson's deepfaked face superimposed on Reed's performance in post-production. This approach aimed to reduce Johnson's required time on set.However, after 18 months of negotiations, the plan was abandoned. Disney cited concerns over data security and the complex legal question of ownership when generative AI is used in content creation
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. The experimental footage will not appear in the final film, set for release in July 2026.'Tron: Ares' and the AI Character Concept
Source: Gizmodo
In another instance, Disney executives pitched the inclusion of a generative AI character named "Bit" in the upcoming 'Tron: Ares'
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. The character was envisioned as a companion to Jeff Bridges' returning Kevin Flynn, with the AI generating responses based on context provided by a writer, which would then be performed by an actor.This idea was also shelved, primarily due to ongoing union negotiations and fears of negative publicity. Disney executives were reportedly advised to drop the concept to avoid risking bad press during a sensitive period
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Legal and Ethical Challenges
Disney's cautious approach to AI implementation comes in the wake of recent legal actions. The company, along with Universal, has sued AI image generator Midjourney over alleged copyright infringements
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. This lawsuit highlights the complex legal landscape surrounding AI-generated content and intellectual property rights.Moreover, Disney has faced public scrutiny for its previous AI-related endeavors. The company received criticism for using generative AI in the opening title sequence of the Disney+ series 'Secret Invasion' and faced accusations of AI use in marketing materials for 'Fantastic Four: First Steps'
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.Industry-wide Implications
Disney's struggles with AI implementation reflect broader challenges facing the entertainment industry. While some studios like Lionsgate and A24 are experimenting with AI tools, others are avoiding the technology entirely
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. The tension between technological innovation and ethical considerations continues to shape the discourse around AI in Hollywood.As Disney's Chief Legal Officer Horacio Gutierrez stated, "We have been around for 100 years and we intend to be around for the next 100 years. AI will be transformative, but it doesn't need to be lawless"
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. This sentiment encapsulates the cautious approach many in the industry are taking towards AI adoption, balancing potential benefits with legal and ethical concerns.References
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