Creative Industries Raise Alarm Over OpenAI-Disney Licensing Deal
Workers across the creative sector have voiced growing unease following a $1bn (£740m) agreement that will allow Disney characters to be used within OpenAI’s ChatGPT and its video-generation platform, Sora.
The deal marks the first time a major Hollywood studio has licensed a significant portion of its intellectual property to OpenAI. Under the agreement, users will be able to create and share images and videos featuring more than 200 characters drawn from Disney’s vast catalogue, including Pixar, Marvel and Star Wars franchises.
The announcement has sparked concern among industry professionals, particularly performers and creatives worried about how artificial intelligence could reshape their livelihoods. Duncan Crabtree-Ireland, executive director of US actors’ union Sag-Aftra, said there was widespread anxiety among members about the longer-term implications.
“People across the entertainment industry, especially creative talent, are incredibly worried about where this leads,” he said. While Crabtree-Ireland confirmed that Disney and OpenAI had assured the union that the agreement excludes the use of real performers’ images, voices or likenesses, he stressed that fears remain.
“There is real concern that human creativity could end up being absorbed into AI systems,” he added.
Disney said the collaboration would allow it to expand the reach of its storytelling in a controlled way. Chief executive Bob Iger described the partnership as a significant moment for the industry, saying the company intended to approach the use of AI “thoughtfully and responsibly”.
According to OpenAI, characters from films such as Zootopia, Moana and Encanto will be included, alongside well-known figures like Luke Skywalker, Deadpool, Mickey Mouse and Minnie Mouse. Disney has said the agreement does not cover the use of actors’ voices or physical likenesses, though details on how characters will be portrayed audibly have not been disclosed. Public access to the tools is expected to begin in early 2026.
The development comes amid broader tensions between media companies and technology firms over the use of copyrighted material. Reports this week suggested Disney had issued a cease-and-desist letter to Google, accusing the company of large-scale copyright infringement. Google has yet to respond publicly.
Legal experts say the OpenAI–Disney agreement reflects a wider trend of rights holders entering licensing arrangements with AI developers. Joel Smith, an intellectual property partner at law firm Simmons & Simmons, said such deals show how quickly both sides are moving to formalise access to content for AI training and deployment.
UK-based performers’ union Equity also warned that the agreement underlines the need for stronger protections. The union is currently consulting members on potential action, including refusing digital scans during productions to secure tighter safeguards. Equity’s head of TV and film, Cathy Sweet, said creatives’ work formed the foundation of these technologies and their rights must be protected.
Concerns around AI-generated content have intensified following criticism of Sora, which has previously been used to create hyper-realistic videos of deceased public figures. OpenAI has already restricted some uses after public backlash, including pausing the generation of content featuring civil rights leader Martin Luther King Jr.
As AI tools continue to advance, industry figures warn that without firm protections, the balance between technological innovation and human creativity could be at risk.
