In a bold move to embrace the future of entertainment, Walt Disney (DIS.N) has announced the formation of a new business unit dedicated to harnessing the power of artificial intelligence (AI) and augmented reality (AR). This initiative, known as the Office of Technology Enablement, aims to coordinate Disney’s efforts in utilizing these emerging technologies across its film, television, and theme park divisions.
Disney Vision for the Future
The Office of Technology Enablement will be led by Jamie Voris, who has served as the Chief Technology Officer of Disney’s film studio and played a pivotal role in developing the company’s app for the Apple Vision Pro mixed reality device. Eddie Drake will take over Voris’s former role as CTO of the studio. According to Alan Bergman, Co-Chairman of Disney Entertainment, the unit’s focus on fast-moving technological advancements is essential for enhancing consumer experiences and navigating the potential risks associated with these innovations.
“The pace and scope of the advances in AI and XR (extended reality) are profound and will continue to impact consumer experiences, creative endeavors, and our businesses for years to come,” Bergman noted in an email seen by Reuters. The new unit will not centralize projects but will ensure that various initiatives across Disney align with a cohesive corporate strategy.
Expanding the Workforce
The newly formed group is expected to start with a core leadership team and expand to around 100 employees, according to sources familiar with the matter. Disney has already begun to explore applications of augmented reality, virtual reality, and mixed reality, aiming to integrate digital elements into both physical environments and simulated experiences.
Disney’s proactive approach to technology is evident in its recruitment efforts. For instance, Kyle Laughlin, a veteran of Disney with extensive experience in augmented and virtual reality and AI, returned to the company in March as Senior Vice President of Research and Development for Walt Disney Imagineering. This creative division is responsible for the innovative attractions in Disney’s theme parks, further underscoring Disney’s commitment to leveraging technology in its offerings.
Competition in the Tech Space
As Disney embarks on this new initiative, it is entering a competitive landscape dominated by tech giants like Meta, which currently holds a 60.5% market share in the AR/VR headset market. With around 1.7 million AR/VR headsets sold this year alone, companies such as Sony, Apple, and Byte Dance are emerging as significant competitors. Additionally, Google is signaling a potential return to the AR/VR market, further intensifying the competition.
Disney’s strategic investment in technology aligns with its goal of creating immersive experiences for its theme park guests and home audiences. The company is quietly assembling a talented team to explore how to best utilize these technologies to enhance storytelling and customer engagement.
Conclusion
Walt Disney’s establishment of the Office of Technology Enablement marks a significant step forward in the integration of AI and augmented reality into the entertainment landscape. By embracing these technologies, Disney is poised to revolutionize the way consumers experience its content, whether in theaters, on television, or within the magical realms of its theme parks. As competition heats up in the tech space, Disney’s proactive approach to innovation may well set a new standard for immersive entertainment experiences.
