Disney’s New Office of Technology Enablement Sets Sights on AI and Mixed Reality Integration
AInvestFriday, Nov 1, 2024 2:15 pm ET
2min read
AAPL --
DIS --

Walt Disney Co. is advancing its foothold in emerging technologies with the formation of a new unit, the Office of Technology Enablement, aimed at harmonizing the company’s use of artificial intelligence (AI) and extended reality (XR) across its film, television, and theme park divisions.

This move underscores Disney’s commitment to leveraging these transformative tools, with Jamie Voris, who previously led the development of Disney’s app for Apple’s Vision Pro mixed reality headset, heading the initiative.

The decision to establish the Office of Technology Enablement reflects Disney’s strategic push to integrate fast-evolving technologies like AI and mixed reality, blending the physical and digital worlds.

According to Disney Entertainment Co-Chairman Alan Bergman, the unit will ensure that technological advancements align with the company’s overarching objectives, maximizing innovation while mitigating potential risks. Bergman emphasized the crucial role AI and XR will play in shaping future consumer experiences and creative projects, asserting that Disney is well-positioned to capitalize on these shifts.

While the new office won’t centralize all AI and XR projects across Disney, it will ensure these initiatives align with broader strategic priorities. By doing so, the company can enhance coordination between its various divisions, from film and television to theme parks, allowing Disney to develop a unified approach in creating immersive consumer experiences.

Several divisions within Disney are already exploring various XR applications, including augmented reality (AR), virtual reality (VR), and mixed reality (MR). These technologies enable Disney to expand its reach by enriching consumer engagement both within and beyond its theme parks. AR allows digital elements to be projected into real-world environments, while VR creates fully immersive digital experiences.

Mixed reality, a blend of both, presents unique opportunities for Disney to offer consumers more seamless and interactive experiences, potentially extending the reach of its storytelling magic into homes worldwide.

In addition to leading the Office of Technology Enablement, Disney veteran Kyle Laughlin has returned as senior vice president of research and development for Walt Disney Imagineering, the company’s creative arm responsible for theme park attractions.

Laughlin brings a background in augmented and virtual reality, as well as artificial intelligence, which he developed in his previous role with Amazon’s Alexa Gadgets division. His expertise will likely prove valuable as Disney further explores applications of these technologies across its core business areas.

Disney’s commitment to emerging technologies also aligns with broader industry trends. The market for AR and VR hardware continues to expand, with tech companies collectively selling around 1.7 million AR/VR headsets so far this year, as reported by market research firm IDC.

Meta, a frontrunner with a 60.5 percent market share, has been facing increasing competition from Apple, Sony, and ByteDance. Disney’s focus on integrating XR into its experiences reflects a proactive stance to stay competitive and relevant as more companies seek to redefine consumer engagement through immersive technologies.

In response to the rising popularity of VR and AR, Disney is already quietly building a team tasked with exploring how best to integrate this technology into its theme parks. By fostering a team with an eye on XR integration, Disney positions itself at the forefront of digital innovation in the entertainment sector, ready to capture an audience that is increasingly receptive to immersive experiences.

Disney’s initiatives reflect a calculated investment in technologies that promise to shape the future of consumer experiences. With the Office of Technology Enablement in place, Disney is well-prepared to explore, implement, and optimize AI and XR solutions, ensuring the magic of Disney reaches audiences in innovative and immersive new ways. This structured approach provides Disney with a strong foundation as it looks to bridge the gap between traditional storytelling and digital interactivity, creating exciting new opportunities to engage audiences for years to come.

Disclaimer: the above is a summary showing certain market information. AInvest is not responsible for any data errors, omissions or other information that may be displayed incorrectly as the data is derived from a third party source. Communications displaying market prices, data and other information available in this post are meant for informational purposes only and are not intended as an offer or solicitation for the purchase or sale of any security. Please do your own research when investing. All investments involve risk and the past performance of a security, or financial product does not guarantee future results or returns. Keep in mind that while diversification may help spread risk, it does not assure a profit, or protect against loss in a down market.