- Walt Disney establishes a new business unit to enhance the integration of artificial intelligence (AI) and augmented reality (AR) in its operations
- This initiative aims to improve customer experiences and streamline technology applications in theme parks, media content, and merchandise
What happened
Walt Disney has officially launched a new business unit focused on integrating AI and AR into its diversified operations. According to an email seen by Reuters on Friday, the newly created technical support office will be led by Jamie Voris, who previously oversaw the development of Disney’s apps for Apple Vision Pro mixed reality devices.
The program is designed to enhance the customer experience at Disney’s theme parks, media content, and products. The department will coordinate efforts to provide more interactive and immersive experiences for visitors and audiences in innovative ways. By simplifying the use of AI and AR, Disney plans to improve storytelling and create engaging interactions that resonate with audiences around the world.
Disney Entertainment co-chairman Alan Bergman noted that the division will focus on fast-moving areas of technology, such as artificial intelligence and mixed reality, which bring together the physical and digital worlds. It will not focus solely on these projects; rather, it will ensure that the various initiatives across the company fit into its broader strategy.
Also read: Walt Disney reportedly forming business unit to coordinate use of AI
What it’s important
Walt Disney’s creation of a new business unit to integrate AI and AR represents a key development in the entertainment industry, especially as the demand for interactive and personalized experiences continues to grow. Companies like Netflix and Amazon are already using AI to customize content recommendations, while gaming giants like Epic Games are employing augmented reality to create immersive gaming experiences. Disney’s move underscores the importance of staying competitive in an environment where technological innovation is driving consumer engagement.
A smaller company, Niantic, for example, is best known for its augmented reality mobile game Pokémon GO. It has successfully changed the way users interact with their environment through AR technology. By creating real-world experiences that combine digital elements with physical locations, Niantic demonstrates the potential for AR to engage users deeply. This success highlights the growing consumer expectations for brands to deliver unique, technology-driven experiences.
Disney’s move not only follows this trend but also positions it as a front-runner in adopting these technologies. Embracing AI and augmented reality can enhance storytelling and enrich interactions, ultimately fostering brand loyalty.
