Disney has announced on Thursday a $1 billion investment in OpenAI. As a part of this agreement, users of OpenAI will have the capability to produce AI-generated images and videos that include some of Disney’s trademarked characters.

OpenAI recently introduced Sora, an AI-driven video creation application that utilizes the Sora 2 video model, enabling users to generate brief videos by entering a text prompt. At its initial launch, the application made use of copyrighted characters from companies such as Disney without restriction, until OpenAI imposed limitations. Now, users will have the opportunity to make content on Sora featuring characters from Disney, Marvel, Pixar, and Star Wars franchises.

This agreement also extends to ChatGPT, where users can create images incorporating these characters simply by submitting a text prompt.

“The swift evolution of artificial intelligence signifies a pivotal moment for our industry, and through this partnership with OpenAI, we aim to thoughtfully and responsibly expand our storytelling through generative AI, while honoring and safeguarding creators and their intellectual properties,” stated Disney CEO Bob Iger.

“Combining Disney’s legendary tales and characters with OpenAI’s innovative technology empowers the imagination and creativity of Disney fans like never before,” he remarked.

Additionally, Disney indicated that it will now serve as a “major customer” of OpenAI, utilizing its API to “develop new products, tools, and experiences,” and will also implement ChatGPT for its staff.

While Disney has formed a partnership with OpenAI, its stance towards other AI companies has been markedly different. In June 2025, Disney along with Universal initiated legal action against AI firm Midjourney, labeling the AI image generation tool as a “bottomless pit of plagiarism.”

Sora also encountered some criticism upon its launch this September, with the Motion Picture Association urging OpenAI to address copyright violations occurring on the platform.

Disclosure: Ziff Davis, the parent company of Mashable, filed a lawsuit against OpenAI in April, claiming that it infringed Ziff Davis copyrights while training and operating its AI systems.