Walt Disney has established a task force dedicated to the exploration of artificial intelligence’s applications across its entertainment conglomerate, even as the entertainment industry contends with concerns over AI’s impact on jobs.

The initiative, initiated earlier this year prior to the Hollywood writers’ strike, aims to both develop AI solutions internally and collaborate with startup partners, according to three sources speaking to Reuters.

Disney’s commitment to AI is evident through its 11 job vacancies actively seeking candidates proficient in artificial intelligence or machine learning.

These positions span various segments of the company, encompassing Walt Disney Studios, theme parks, engineering divisions like Walt Disney Imagineering, Disney-branded television, and the advertising unit aiming to establish an AI-driven ad system.

Escalating production costs

The adoption of AI is viewed as a strategy to manage escalating production costs in the film and television industry, where budgets can soar to $300 million for major releases.

AI has the potential to enhance customer experiences in Disney’s parks, possibly providing advanced customer support and unique interactions, according to sources familiar with the matter.

Projects like “Project Kiwi,” which employed machine learning techniques to create a robot mimicking the movements and personality of the “Guardians of the Galaxy” character Baby Groot, underscore the possibilities.

Amidst the Hollywood landscape, AI has become a contentious topic, sparking concerns among writers and actors about its impact on employment opportunities.

This issue plays a central role in ongoing contract negotiations between the Screen Actors Guild, the Writers Guild of America, and the industry stakeholders.