Bob Iger Says AI-Generated Content Is Coming to Disney+ as Disney Embraces AI Tech
AI has been a hot-button issue in Hollywood, and now Disney is officially stepping into the conversation. During the company’s Q4 earnings call, Bob Iger revealed that Disney+ will soon incorporate artificial intelligence in new and unexpected ways, including the ability for users to create their own AI-generated content.
According to Iger, Disney has been having “interesting conversations with some of the AI companies,” describing those discussions as “quite productive.”
The studio’s goal, he explained, is to explore how this technology can enhance storytelling and consumer interaction while protecting Disney’s massive library of franchises and characters.
“We’re seeking to not only protect the value of our IP, our creative engines, but also to seek opportunities for us to use their technology to create more engagement with consumers.”
Internally, Disney sees AI as a tool for “efficiency and effectiveness,” impacting not just film and TV production but also how the company’s teams operate behind the scenes. Iger emphasized that Disney has “been engaged with our cast members and employees” to find the best ways to implement the technology rather than replace people with it.
Still, Disney’s focus remains on safeguarding its intellectual property. Iger made it clear that protecting beloved franchises like Star Wars, Marvel, and Pixar is a top priority.
“We see opportunities in terms of efficiency and effectiveness by deploying AI,” he said, adding that the company hopes to “reach some agreement that [reflects] our needs to protect the IP.”
When it comes to streaming, Iger teased some major upgrades to Disney+. He said the platform will see “the biggest and the most significant changes — from a product perspective, from a technology perspective — since we launched [Disney+] in 2019.”
Those changes include “a number of game-like features” supported by Fortnite developers, Epic Games, and a brand-new focus on user participation.
“The other thing that we’re really excited about, that AI is going to give us the ability to do, is to provide users of Disney+ with a much more engaged experience, including the ability for them to create user-generated content and to consume user-generated content — mostly short-form — from others.”
That means fans could soon use AI tools to craft their own short Disney-inspired clips right inside Disney+. It’s a wild move that could open the door to interactive storytelling experiences unlike any platform has offered before.
Of course, with this kind of creative freedom comes potential chaos. Disney will have to carefully manage how AI-generated content uses its iconic characters, ensuring Mickey Mouse, Darth Vader, and Elsa don’t end up in, let’s just say, “less than magical” situations.
Disney also announced that Disney+ added 3.8 million new subscribers this quarter, helping boost streaming profits. The company plans to invest $1 billion more in content in 2026 than it did in 2025, which is further proof that the House of Mouse isn’t slowing down anytime soon.
As Disney leans into AI, one thing’s for sure… the future of entertainment is about to get a lot more interactive, and Disney+ will be the first major streaming service to truly blur the line between viewer and creator.