Disney CEO Bob Iger has expressed strong enthusiasm for artificial intelligence during the company’s fourth-quarter earnings call, signaling a major push to integrate AI into Disney’s streaming and entertainment ecosystem. Iger highlighted AI’s potential to transform the Disney+ experience by enabling users to both create and consume short-form, user-generated content directly on the platform. He described AI as a tool to make Disney+ more dynamic, engaging, and “stickier” for consumers, emphasizing the opportunity to foster deeper interaction with the brand through creative tools. While he did not provide specific details on how these features would function, the comments suggest a vision of Disney+ evolving beyond a traditional video-on-demand service into a more interactive, content-creation platform. Iger also pointed to broader strategic expansions for Disney+ through its partnership with Epic Games, hinting at the integration of game-like features. This aligns with Netflix’s earlier, though later scaled-back, foray into gaming. Disney’s focus on gamification reflects a growing industry trend to blend entertainment with interactive experiences, aiming to boost user retention and engagement. Beyond content creation and gaming, Iger emphasized Disney+’s potential as an “engagement engine” for the company’s physical offerings. The platform could serve as a gateway to drive traffic to Disney’s theme parks, hotels, cruises, and merchandise — leveraging AI to personalize recommendations and enhance the customer journey across Disney’s vast ecosystem. Despite this optimism, Iger acknowledged the risks AI poses to intellectual property. Disney, along with NBCUniversal, has already sued AI company Midjourney, alleging that its image-generation technology trained on copyrighted works including Star Wars and The Simpsons without authorization. Midjourney denies the claims, and the lawsuit remains ongoing. Iger stressed that Disney is actively engaging with AI firms to establish agreements that protect its IP while still enabling innovation. He also noted that AI could improve internal efficiency across Disney’s operations, from production workflows to data analysis. The company is reportedly in discussions with AI startups like Fable Studios, which offers an AI-powered platform allowing users to generate custom shows using existing Disney IP. These partnerships suggest Disney is exploring ways to harness AI while maintaining control over its valuable creative assets. Iger’s remarks represent some of his most comprehensive public statements on AI to date, reflecting a cautious but forward-looking strategy. While Disney remains wary of uncontrolled AI use, it is actively positioning itself to lead in the integration of AI into entertainment — not just as a tool for content creation, but as a means to deepen consumer relationships and expand its brand beyond screens. The move underscores a broader shift in Hollywood, where studios are balancing the risks of AI with its transformative potential. As platforms like Disney+ evolve, AI could redefine how audiences interact with stories, characters, and brands — turning passive viewers into active creators. However, the success of this vision will depend on resolving legal and ethical concerns around copyright, transparency, and creative ownership. For now, Disney’s strategy appears to be one of cautious innovation: embracing AI’s power while striving to protect its legacy and intellectual property.