Disney CEO Says AI May Be “Most Powerful Technology That Our Company Has Ever Seen”
In a recent interview with CNBC, Disney CEO Bob Iger offered a measured perspective on the use of AI in entertainment, calling it a "powerful tool" rather than a replacement for human creativity.
Disney CEO Bob Iger Says AI Is a Tool, Not a Replacement!
Bob Iger - Tommaso Boddi/Variety/Getty Images
Iger’s comments come at a time when AI’s role in Hollywood is under intense scrutiny.
Just last year, both the Writers Guild of America (WGA) and SAG-AFTRA went on strike in part over concerns about studios using AI to replace writers or digitally clone actors. Disney itself faced backlash after allegedly using AI-generated backgrounds in its content, sparking broader industry debates about ethics and job security.
Yet Iger made it clear: “It’s a tool to increase productivity and efficiency,” he said, “not to replace people.”
Disney is investing in AI. The company formed a dedicated AI task force in 2023 to explore use cases across everything from customer service to visual effects. Iger emphasised the importance of keeping up with innovation while respecting the craft of storytelling: “We want to be at the forefront of new technology. But the soul of Disney is creative, and always will be.”
“We believe in the power and the value and the importance of human creativity, and we also appreciate from over 100 years of experience that technology is an invaluable tool for artists, whether they’re filmmakers or Imagineers,” Iger said.
Iger was asked about the technology at Disney’s annual shareholder meeting Thursday, telling those in attendance that “AI may, in fact, be the most powerful technology that our company has ever seen, including its ability to enhance and enable consumers to access, experience and enjoy our entertainment.”
Why This Matters for Marketers
For marketers, Iger’s stance is a useful signal. As major media companies embrace AI to improve workflows, the message is clear: AI isn’t here to replace creativity - it’s here to support it. That means marketers who integrate AI thoughtfully into their processes can gain speed and efficiency without compromising originality or brand integrity. Whether you're optimizing content creation, scaling personalisation, or generating visuals, the opportunity is to use AI like Disney aims to — as a co-pilot, not an autopilot.
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