Walt Disney forms new AI and mixed reality division, will also oversee potential risks

Disney has announced the formation of a new division, the Office of Technology Enablement, to guide its use of emerging technologies, including artificial intelligence (AI) and mixed reality (MR), a recent Reuters report says. This strategic move signals Disney’s commitment to integrating these advanced technologies across its divisions, from film and television to theme parks.

Jamie Voris, who was instrumental in developing Disney's application for the Apple Vision Pro mixed reality device, will lead the new unit. According to the Reuters report, an internal message from Disney Entertainment Co-Chairman Alan Bergman revealed that the establishment of this group highlights Disney’s aim to not only harness the opportunities AI and extended reality (XR) offer but also address their potential risks.

"The rapid progress in AI and XR is reshaping how consumers experience content and engage with our brands, and Disney is committed to exploring these exciting possibilities," Bergman noted.

Rather than centralising all AI and MR projects within the new office, the team will work to ensure that each initiative aligns with Disney’s wider strategy, with the ultimate goal of enhancing the company’s creative and immersive offerings. Disney has been laying the groundwork for years, including assembling specialist teams to experiment with augmented reality (AR), virtual reality (VR), and MR. The company first created an AI task force to evaluate applications across its varied entertainment and media outlets.

This tech-forward approach extends to Disney’s renowned Imagineering division, responsible for designing its theme park attractions. Kyle Laughlin, an experienced Disney executive in AR, VR, and AI, rejoined Disney in March as Senior Vice President of Research and Development for Imagineering, following a brief period at Amazon’s Alexa Gadgets division. His return underscores Disney’s drive to push boundaries in the AR and VR spaces.

With companies like Meta, Apple, Sony, and ByteDance all vying for dominance in the AR/VR market, Disney is positioning itself to leverage the latest tech developments. New AR and VR headsets, including lightweight models from Meta and Snap, are expanding the appeal of immersive experiences for everyday users.

Market data from IDC reports that around 1.7 million AR/VR headsets have already been sold this year, with Meta leading the way. This surge in demand for cutting-edge wearable tech aligns well with Disney’s ambitions, as the company explores how these advancements can enrich experiences within its theme parks and at home.