Disney Launches DisneyGPT: A Magical AI Assistant for Employees

Disney is rolling out a new AI tool for its employees called DisneyGPT, designed to make everyday work easier while keeping the company’s signature magic alive. According to several Disney staffers speaking with Business Insider, the chatbot uses Walt Disney quotes and themes to help employees with tasks like creating IT support tickets, checking the company roster, or analyzing project financials.

The tool is part of Disney’s broader push into artificial intelligence, following a billion-dollar partnership with OpenAI. Disney employees already have access to AI tools like Microsoft Copilot and Amazon’s Q Developer, and the deal with OpenAI will soon allow them to use the enterprise version of ChatGPT.

DisneyGPT was introduced to staff in October as a beta version, described as a “new partner in productivity” meant to help “unlock the magic of your imagination.” A recent update in December added the ability to upload Excel and PowerPoint files directly into the chatbot. While it incorporates playful Disney elements, employees say it functions mostly like a standard AI assistant.

Disney is also working on a more advanced AI assistant codenamed Jarvis, named after Iron Man’s AI. Unlike DisneyGPT, Jarvis is expected to perform tasks on behalf of employees. A staffer familiar with the project said Jarvis is still in development and “not fully baked.”

While some Disney employees are excited about these AI tools, others have voiced concerns that they could threaten jobs. A high-level staffer emphasized that AI is “a top priority” but not a replacement for human creativity. “If you use AI everywhere, it’s going to be counterproductive,” the staffer said, noting that human input is still necessary for many tasks.

Disney’s official policy emphasizes a “responsible and human-centric approach” to AI, stating that humans will remain the company’s creative engine. The company also highlights its history of combining technology with storytelling as part of its ongoing innovation.

Most employees interviewed by Business Insider reported using DisneyGPT or Copilot for routine tasks like writing emails. Disney also provides AI education and compliance training, though some staffers said unsanctioned AI tools, like Anthropic’s Claude, can be more effective for certain tasks.

Despite mixed feelings, many employees see the OpenAI partnership as a smart move for Disney’s future. One ESPN employee said, “This type of a partnership at least establishes the precedent for getting paid,” while another said the deal could be “massive” in the next five to ten years.

DisneyGPT represents a significant step in bringing AI into the daily workflow of one of the world’s biggest entertainment companies. While it’s still early, the tool shows Disney is trying to combine productivity with its unique brand of creativity.

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