In a groundbreaking move, Walt Disney has announced the formation of a specialized business unit aimed at coordinating the use of advanced technologies like artificial intelligence (AI) and extended reality (XR). This new division, known as the Office of Technology Enablement, will explore ways to integrate these emerging technologies across Disney’s diverse operations, including film, television, and theme parks.
Why Disney is Investing in AI and XR
With technology advancing at an unprecedented pace, Disney recognizes the immense potential AI and XR hold for enhancing consumer experiences and driving innovation. Extended reality, which includes virtual reality (VR), augmented reality (AR), and mixed reality (MR), allows Disney to merge the digital and physical worlds, creating new interactive experiences for audiences. For example, imagine visiting a Disney park and seeing beloved characters come to life through AR on your device or interacting with fully immersive VR simulations from the comfort of your own home.
According to Disney Entertainment Co-Chairman Alan Bergman, “The pace and scope of the advances in AI and XR are profound and will continue to impact consumer experiences, creative endeavors, and our businesses for years to come.” Bergman views this new division as essential for Disney to explore new opportunities and responsibly address potential risks.
Leading the Charge: Jamie Voris
Jamie Voris, who was instrumental in developing Disney’s app for Apple’s Vision Pro mixed reality headset, will lead the Office of Technology Enablement. Voris’s expertise positions him to guide the team in aligning Disney’s tech projects with the company’s broader goals.
The New Role of the Office of Technology Enablement
This business unit will not serve as a central hub for all AI and XR projects but will act as a strategic resource to ensure each initiative fits within Disney’s overall mission. The goal is to foster collaboration across departments, ensuring that technology enhances the storytelling and immersive experiences that Disney is known for. This aligns with Disney’s long-standing tradition of using technology to bring magic to its audiences in innovative ways.
Disney’s Broader Efforts in Technology
The establishment of this division builds on Disney’s ongoing efforts to incorporate advanced technology into its operations. Earlier this year, Disney formed a task force to study how AI can benefit the entertainment giant across its various sectors. Additionally, Disney has been expanding its team of experts to support this vision, including bringing back Kyle Laughlin, a Disney veteran, as senior vice president of research and development for Walt Disney Imagineering, the division responsible for designing Disney’s renowned theme park attractions.
Laughlin, who previously worked in augmented and virtual reality at Disney and then led Amazon’s Alexa Gadgets division, is uniquely positioned to contribute to this new era of immersive entertainment. His experience will help Disney Imagineering explore how AI and XR can elevate the Disney theme park experience.
Keeping Up with Tech Trends
While Disney builds its technology strategy, other tech giants like Meta and Snap are also making strides with their new lightweight AR glasses, aiming to replace bulkier VR headsets with more fashionable, consumer-friendly options. So far in 2024, over 1.7 million AR/VR headsets have been sold globally, according to market research from IDC, with Meta leading the market with a 60.5% share.
However, competitors like Sony, Apple, and ByteDance are also entering the race, making it an exciting time for Disney to explore how these technologies can enhance its brand experience. By adopting a forward-thinking approach, Disney ensures that it’s not only keeping up with technological advances but setting the stage for a more immersive, interactive, and magical future for its audiences worldwide.
Final Thoughts
Disney’s decision to establish the Office of Technology Enablement highlights its commitment to innovation and the future of immersive entertainment. By coordinating efforts across departments and focusing on strategic applications of AI and XR, Disney aims to redefine storytelling, bridging the gap between reality and imagination.
Whether it’s through augmented reality attractions at theme parks or groundbreaking mixed-reality experiences at home, Disney continues to push the boundaries of what’s possible, creating experiences that are not only magical but also deeply connected to the future of technology.
