Walt Disney Company has officially established a new business unit aimed at harnessing the potential of artificial intelligence (AI) and augmented reality (AR) technologies. Dubbed the "Office of Technology Enablement" (OTE), this initiative reflects Disney's commitment to integrating advanced technologies into its diverse operations, which span film, television, and theme parks. The new unit will be led by Jamie Voris, who has served as Disney's chief technology officer for the past 14 years. The formation of OTE comes at a time when the entertainment industry is grappling with the rapid evolution of AI and mixed reality, prompting companies to adapt to these technological advancements while addressing ethical concerns.

The primary focus of the Office of Technology Enablement will be to develop and implement best practices for the responsible use of AI and AR across all Disney business segments. According to an internal memo leaked to the media, Disney aims to ensure that it remains a leader in formulating industry standards for these emerging technologies. This initiative is particularly significant given the recent concerns raised by Hollywood actors and writers regarding job security and intellectual property rights in light of AI's growing capabilities. By establishing OTE, Disney seeks to navigate these challenges proactively while leveraging technology to enhance its creative output and consumer experiences.

Disney's decision to create this unit is also a response to the increasing demand for innovative solutions in content creation and consumer engagement. The company recognizes that AI and AR can play crucial roles in enhancing storytelling, visual effects, and overall guest experiences at its theme parks. Alan Bergman, co-chair of Disney Entertainment, emphasized that the OTE will not centralize all technology projects but will instead ensure that exploration and adoption of these technologies are aligned with Disney's core values. This approach aims to foster collaboration among various departments while maintaining agility in executing technology-driven initiatives

As OTE begins its work, it will engage with leaders across Disney's divisions to identify opportunities for integrating AI and AR into existing projects. The unit is expected to start with a small core team that will gradually expand as it establishes its framework for execution. Bergman highlighted the importance of understanding and embracing new technological shifts in ways that empower creativity and business objectives. The creation of this unit underscores Disney's dedication to being a positive force in shaping responsible use and best practices in the rapidly evolving landscape of AI and augmented reality. As these technologies continue to advance, Disney aims to leverage their potential while remaining committed to its legacy of creativity and innovation.