Walt Disney Company is set to establish a new division to manage its use of innovative technologies like artificial intelligence and mixed reality. The move aims to explore potential applications in its film, television and theme park sectors.
The newly instituted Office of Technology Enablement will be headed by Jamie Voris, the mind behind the development of Disney’s app for the Apple Vision Pro mixed reality device, as per an email reviewed by Reuters on Friday.
Alan Bergman, Co-Chairman of Disney Entertainment, emphasized the importance of exploring the possibilities presented by advances in AI and XR (extended reality). He believes that these technologies will continue to shape consumer experiences and business operations for years to come, thus making it imperative for Disney to explore these opportunities and navigate potential risks.
Bergman further highlighted that the new unit will focus on quickly evolving technology areas like AI and mixed reality, which merge the physical and digital realms. The unit’s objective won’t be to centralize work on these projects; instead, it will ensure that the wide range of projects within Disney aligns with its overarching strategy.
It was first reported by Reuters that Disney had created a task force to examine the potential uses of artificial intelligence across its vast entertainment empire. Disney’s various divisions are currently exploring applications for augmented reality (which introduces digital elements into the real world), virtual reality (which immerses users in a simulated environment), and mixed reality (which merges both).
Disney has been fostering expertise throughout the organization to leverage this emerging technology. For instance, Kyle Laughlin, a Disney veteran with a background in augmented and virtual reality and artificial intelligence, rejoined the company in March as the Senior Vice President of Research and Development for Walt Disney Imagineering, the creative powerhouse behind Disney’s theme park attractions.
As tech companies like Meta and Snap introduce a new generation of streamlined glasses providing a stylish alternative to bulky VR goggles, Disney has been quietly gathering a team dedicated to leveraging this technology to offer novel experiences in its theme parks and consumers’ homes.
Recent data from market research firm IDC shows that tech companies have so far sold about 1.7 million AR/VR headsets this year. Meta maintains its leading position in the market with a 60.5% share, but is beginning to experience competition from rivals like Sony, Apple, and ByteDance.
