Bob Iger Says ‘Creativity Is the New Productivity’ as Disney Bets $1 Billion on OpenAI and Entertainment Wars Heat Up

Disney (DIS) just dropped $1 billion on OpenAI and handed over the keys to its most valuable characters — Mickey Mouse, Elsa, the entire Marvel universe — to Sora, OpenAI’s AI video generator.

The deal, announced Thursday during a joint CNBC appearance with OpenAI CEO Sam Altman, gives Disney access to Sora to potentially create marketing content, merchandise designs, and full productions. In return, OpenAI gets licensing rights to over 200 Disney characters.

“We want to participate in what Sam is creating, what his team is creating,” Disney CEO Bob Iger told CNBC’s “Squawk on the Street.” “We think this is a good investment for the company.”

Iger framed the partnership as inevitable: “No human generation has ever stood in the way of technological advance, and we don’t intend to try. We’ve always felt that if it’s going to happen, including disruption of our current business models, then we should get on board.”

He also offered a striking reframe of AI’s impact: “Someone once said to me that creativity is the new productivity, and I think you're starting to see that more and more.”

But the announcement comes at a peculiar moment.

Disney appears to be gathering an inventory of its assets and making new alliances as its enemies converge on the House of Mouse. 

Between Netflix’s (NFLX) $83 billion bid for Warner Bros.’ (WBD) streaming and studio assets, Paramount’s (PSKY) $108 billion counteroffer, and Disney’s own struggles to regain relevance with audiences, everything seems to be up for grabs.

The question investors want answered is whether this AI investment signals visionary strategy on the part of Disney or desperate scrambling.

Disney Is (Attempting to) Play Both Sides

Disney has been strongly hinting at returning to hand-drawn animation. It has assembled a new team for it, and Pixar just announced Gatto, a hand-painted animated feature reportedly set for a summer 2027 release.

So Disney is simultaneously promising a return to traditional artistry while licensing its characters to an AI video generator and investing $1 billion in the technology.

This deal with OpenAI licenses Sora, its recently released image and video creator. Iger stated that this move would allegedly be beneficial for creative professionals because of the character licensing fees, which he implied would flow to them. But the market is not responding well to AI-generated content, as shown by McDonald’s (MCD) pulling its AI Christmas commercial after massive backlash.

The 45-second spot, created entirely with AI and titled “the most terrible time of the year,” featured mishaps befalling people at Christmas. Social media users called it “unsettling,” “creepy,” and “inauthentic.” 

So are consumers going to enjoy AI-generated Disney content? 

The evidence so far suggests no.

The Timing Raises More Questions Than It Answers

Investors love AI in theory. But when the bills come due, skepticism sets in fast.

Oracle (ORCL) stock plunged nearly 14% Thursday after reporting capital expenditures of $12 billion for its fiscal second quarter — up from about $4 billion the previous year and well above the $8 billion analysts expected. The AI cloud player hiked its full-year capex guidance to $50 billion from $35 billion.

Disney’s $1 billion bet on OpenAI comes as the company navigates multiple challenges: streaming losses, theme park attendance concerns, creative misfires, and now watching Netflix potentially become an even more formidable competitor by acquiring Warner Bros.

During the same CNBC interview, Iger weighed in on the Netflix-Warner Bros deal with strategic concerns. “I think if I were a regulator looking at this combination, I’d look at a few things,” he said. “First of all, I would look at what the impact is on the consumer. Will one company end up with pricing leverage that might be considered a negative or damaging to the consumer?”

He continued: “Additionally, I’d look at what the impact might be on what I’ll call the creative community, but also on the ecosystem of television and films, particularly motion pictures. These movie theaters, which obviously run our films worldwide, operate with relatively thin margins, and they require not only volume, but they require interaction with these films and these movie companies that give them the ability to monetize successfully.”

Is Disney Placating Shareholders or Alienating Consumers?

This raises fundamental questions about Disney’s strategy. 

Is it prioritizing short-term investor confidence with flashy AI partnerships? 

Is it competing with larger mergers by showing it’s still innovative? 

Is it trying to cover its bases when it comes to AI?

General consumer sentiment toward AI content does not seem positive, and the McDonald’s commercial is just one example. Concerns about AI replacing creative jobs, producing soulless content, and undermining artistic craft are widespread.

Yet Disney is betting a billion dollars that creators will want AI tools, that consumers will accept AI-generated content featuring beloved characters, and that this technology represents the future of entertainment rather than a shortcut that audiences will reject.

The company also sent cease-and-desist letters to content creators shortly before this announcement, which adds another layer of irony. Disney aggressively protects its IP from human creators while simultaneously licensing those same characters to AI systems.

The Entertainment Industry Is at a Crossroads 

This investment in OpenAI comes as the broader entertainment landscape is in a war for the future. 

Netflix is making aggressive moves to consolidate power. Paramount is fighting back with hostile bids. Disney is hedging bets across AI, traditional animation, theatrical releases, and streaming.

Is this AI investment part of a larger strategic business plan, or is it an attempt to stay relevant as competitors reshape the industry?

Will shareholders be satisfied with this move, or will they demand clearer vision and execution? Will consumers embrace AI-generated Disney content, or will they reject it the way McDonald’s customers did?

Disney promised a return to hand-drawn animation with films like Gatto, which is set to arrive in 2027. That’s the same timeline as its AI integration. So which Disney are we getting — the one betting on human artistry and craftsmanship, or the one automating content creation with algorithms?

Like the Lannisters in the late stages of Game of Thrones, Disney appears to be desperately gathering an inventory of their assets and making new alliances as enemies converge on what was once comfortably their territory. 

Time will tell whether Disney’s $1 billion gamble pays off or becomes another cautionary tale about prioritizing investor buzz over creative integrity and consumer demand.