Disney is cautiously adopting AI in entertainment, experimenting with tools like deepfakes and generative media but prioritizing creativity, ethics, and intellectual property protection. Unlike competitors racing to cut costs, Disney is testing AI carefully, rejecting uses that risk legal or creative integrity, and positioning AI as a supportive tool rather than a replacement for storytelling.
Disney’s use of AI in reproducing a deep fake Mickey Mouse is just one sign of how artificial intelligence is spreading into the entertainment industry. Over the past few years, AI tools have moved beyond tech companies and research labs to find their way into almost every creative field. In entertainment, they’re being used for tasks like editing, visual effects, dubbing, and even scriptwriting. However, Disney stands out from other entertainment companies for the way it is approaching the technology; they are not rushing with incorporating AI, but instead moving slower and more deliberately, carefully testing what works and pushing back on what doesn’t.
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Disney’s use of AI in reproducing a deep fake Mickey Mouse
While some studios are embracing AI as a way to cut costs and speed up production, Disney is determined to make sure it doesn’t lose control over its creative process. The company’s history is built on storytelling, memorable characters, and tightly protected intellectual property. For Disney, adopting AI is not only about efficiency, but about finding ways to use new tools without compromising the magic that has defined its brand for decades.
Deepfake Dwayne and Why It Didn’t Work Out
One of the more public examples of Disney’s experiments with AI came during early work on the live-action Moana remake. The studio considered using an AI-generated version of Dwayne “The Rock” Johnson, who plays Maui, for some scenes. The plan was to use deepfake technology — specifically, software from a company called Metaphysic — to place Johnson’s face, with his full approval, onto a body double. This would allow certain scenes to be filmed without requiring the actor to be physically present, saving time and travel costs.
Even though the idea had support and used advanced tech from a company called Metaphysic, it was eventually dropped, as there were various legal and technical challenges. There were issues around who owns the final footage, how unions would react, and whether it sets a bad precedent for future projects. In the end, the footage was never used, and the film’s release was delayed. The decision reflected Disney’s cautious approach: willing to explore new tools, but not at the expense of ethical clarity or long-term industry trust.
Dwayne Johnson as Maui in Moana
Protecting Characters and IP
At the same time, Disney has taken a firm stance on protecting its intellectual property. In June 2025, it filed a major lawsuit against Midjourney, an AI company accused of using Disney characters like Spider-Man and Wall-E to train its image generator without permission. The lawsuit is significant in how it could shape future rules around how AI models use copyrighted material.
Internally, Disney also has strict policies. Any project involving generative AI — like creating images or scripts — has to go through an approval process. This helps the company avoid risks while still testing AI in areas like personalization, editing, and voice generation.
How This Fits Into the Bigger Picture
Other companies are moving faster in incorporating AI into their work. Netflix, for example, is using AI tools to help make trailers and speed up editing. But as the technology grows, the common concerns revolving around AI are also growing. Writers, actors, and unions are worried about job loss, AI is used to recreate actors’ voices and/or faces without consent, and the overall impact, or loss, on creativity.
Disney has a slower, more careful approach, and seems to be trying to find a balance in the extent of using AI to produce more efficient work without losing its aspects of creativity. They are open to using AI when it makes sense but are drawing clear lines when it comes to protecting their brand, their talent, and the stories they tell.
My Take
I think Disney is making the right call by moving carefully. AI can definitely have a place in entertainment — it can help with tasks like editing, dubbing, and personalization — but there are real concerns about how it’s used. It is not just about saving time or money, but it is also about respecting the people behind the work and maintaining the integrity of the creativity and authenticity of the work.
Storytelling has always been at the heart of Disney’s success, and storytelling can’t be fully automated. AI can help polish and enhance, but it can’t originate the soul of a story. Creativity can’t be fully replaced by computers, and storytelling still depends on human ideas, emotions, and experiences. If used well, AI can be a great tool to support creative teams, but should never replace them. I respect that Disney is trying to lead in AI, but on its own terms.
