Disney Strikes Landmark Sora Content Licensing Deal with OpenAI

The Walt Disney Company signs a three-year Sora content licensing agreement with OpenAI, blending generative AI video tools with Disney’s iconic storytelling.

The Walt Disney Company has entered into a groundbreaking agreement with OpenAI that makes Disney the first major studio to formally license its characters for use on Sora, OpenAI’s generative AI video platform. The multiyear collaboration marks a pivotal moment in entertainment and technology. Disney

The three-year deal grants OpenAI access to a curated vault of more than 200 Disney, Pixar, Marvel, Lucasfilm, and Star Wars characters. Through Sora and ChatGPT Images, users will be able to generate original short-form videos, creative scenes, and shareable content simply by typing a prompt — expanding how fans interact with Disney’s narrative worlds.

Disney’s decision is historic. The studio is known for fiercely protecting its intellectual property, which makes this licensing move a major shift in strategy. As part of the agreement, Disney will make a $1 billion equity investment in OpenAI with the option to increase its stake pending regulatory approvals.

Important limits were defined: OpenAI may not train future models on Disney-owned material, nor use voices, likenesses, or performances of actors. Additionally, Sora accounts will remain fully separate from all Disney internal systems, including Disney+.

Beginning in early 2026, fans will be able to generate officially sanctioned content featuring characters such as Mickey Mouse, Moana, Ariel, Lilo & Stitch, Elsa, Joy, Simba, Groot, Iron Man, Deadpool, Luke Skywalker, Darth Vader, and Yoda. These creations will include familiar costumes, vehicles, props, and environments faithful to the original storytelling canon.

This partnership goes both ways. Disney will also become a major customer of OpenAI’s tools, integrating APIs across its entertainment ecosystem for content creation, customer engagement, workflow automation, and interactive product development. Internally, ChatGPT will be deployed across multiple divisions to assist creative, technical, and operational teams.

On Disney+, new curated playlists will highlight Sora-generated content, and both companies will collaborate on **new interactive streaming experiences** — signaling a future where Disney+ becomes a participatory platform, not just a passive one.

Disney CEO Bob Iger has repeatedly hinted that AI would shape the next era of Disney+. With this agreement, Iger’s earlier comments about enabling subscribers to “participate in the storytelling” take on new meaning, moving toward a more immersive and personalized streaming experience.

The announcement also arrives as Disney escalates global efforts to curb unauthorized AI use of its IP. This week, Disney issued a cease-and-desist letter to Google, alleging that Google's AI tools enable widespread infringement of Disney content. Similar actions have been taken against Meta and Character.AI. The Walt Disney Company

Disney, NBCUniversal, and Warner Bros. Discovery are also pursuing legal action against Midjourney and Minimax, accusing the companies of using copyrighted material without authorization.

OpenAI’s recent Sora 2 model drew attention after its opt-out system placed the burden on creators to protect their works. International organizations like Japan’s CODA have publicly demanded stronger safeguards for creative industries.

Both Disney and OpenAI emphasized that the partnership is grounded in **ethical, transparent, creator-respecting AI development**. They frame the deal as a blueprint for how creative rights and emerging technology can coexist responsibly.

“Artificial intelligence represents a profound moment in the evolution of storytelling. This collaboration allows us to expand the magic of our stories in ways we could have only imagined, while continuing to honor and protect the creators behind them,” said Iger.

OpenAI CEO Sam Altman added, “Disney has set the benchmark for storytelling worldwide. With this agreement, we’re enabling new creative possibilities while demonstrating how AI and visionary creators can collaborate responsibly.”