Disney Explores AI-Powered User-Generated Content to Boost Disney+ Engagement
Disney is poised to empower its subscribers with the tools to become creators, hinting at a future where fans can build upon beloved franchises like Frozen and Star Wars using artificial intelligence. The company revealed its exploration of AI-driven content creation during an earnings call on November 13, signaling a significant shift towards increased interactivity on the Disney+ streaming platform.
Disney+ is seeking ways to foster a more customizable and engaging experience for its users. While details remain scarce, Disney CEO Bob Iger suggested the company is in active discussions with artificial intelligence companies to develop tools enabling subscribers to generate and share content rooted in Disney’s intellectual property.
“AI is going to give us the ability to provide users of Disney+ with a much more engaged experience, including the ability for them to create user-generated content,” Iger stated. The company declined to specify the form these tools might take or identify potential tech partners.
This move comes as the entertainment industry grapples with the complex implications of AI, including ongoing copyright infringement lawsuits against AI developers. Iger acknowledged these concerns, emphasizing Disney’s commitment to protecting its IP. “It’s obviously imperative for us to protect our IP with this new technology,” he said, adding that conversations with AI partners are focused on responsible innovation and preventing misuse of Disney’s stories.
Disney isn’t alone in pursuing greater audience participation. Netflix’s Chief Technology Officer, Elizabeth Stone, recently outlined a vision for a more “personalized, interactive, and immersive” future of entertainment at the TechCrunch Disrupt conference in San Francisco. As an example, Stone revealed that viewers of the Star Search reboot will be able to directly influence the competition by voting from their televisions or phones starting next year.
This trend is particularly driven by the preferences of Gen Z, who increasingly favor platforms that allow for participation, remixing, and response over passive consumption. According to a 2025 Digital Media Trends survey by Deloitte, over half of Gen Z respondents find social media content more relevant than traditional television and film. The survey also highlighted the growing appeal of independent creators and a shift in expectations regarding content polish, as evidenced by the popularity of platforms like YouTube and TikTok.
Despite legal challenges, entertainment corporations are beginning to explore licensing agreements with AI companies. A recent example is the partnership between Universal Music Group and the AI music creation platform Udio. “It shows that the AI companies can work with the creative community to come up with models that work for both of them,” Copyright Alliance CEO Keith Kupferschmid told NPR, suggesting that similar collaborations are likely to become more common.
The evolving relationship between entertainment giants and AI signals a broader industry recognition that the future of content consumption lies in a more collaborative and interactive model, where fans are not just viewers, but active participants in the storytelling process.
