The Journal. Disney’s Big AI Dilemma
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Aug 6, 2025 
Jessica Toonkel, a media and entertainment reporter for WSJ, dives into Disney's ambitious journey with AI while safeguarding its iconic intellectual property. She discusses the ethical dilemmas posed by technologies like deep fakes and the company's hesitant stance on AI-generated footage. The conversation also touches on Disney's innovative use of AI, such as revamping Darth Vader's voice, and the ongoing turf wars over copyright between tech firms and Hollywood. Ultimately, the tension between AI and creative jobs weighs heavily on the industry.
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Disney's AI Deepfake Dilemma
- Disney planned to use AI to create deepfakes of Dwayne Johnson's face on his stunt double for efficiency.
- After 18 months of negotiations, Disney decided not to proceed due to ownership concerns of the AI-generated footage.
IP Is Core Disney Asset
- Disney's vast portfolio of iconic characters is its greatest asset and reason for caution with AI.
- Losing control over these characters risks the core identity and revenues of the company.
AI Streamlines Movie Production
- Disney wants to use AI to cut costs by handling pre-production tasks and speeding up special effects.
- AI can make complex visual processes faster and cheaper, potentially allowing more movie production.