Disney Establishes New Division to Oversee AI and Augmented Reality Integration

Walt Disney Co. (NYSE: DIS) is launching a specialized division to coordinate its initiatives in emerging technologies, such as artificial intelligence (AI) and mixed reality.

The aim is to enhance experiences across its film, television, and theme park sectors.

The new unit, called the Office of Technology Enablement, will be headed by Jamie Voris.

Voris is recognized for his role in developing Disney’s app for Apple’s Vision Pro mixed reality headset, according to an internal email seen by Reuters.

Alan Bergman, Co-Chairman of Disney Entertainment, emphasized the importance of this strategic move in his communication.

The rapid advancements in AI and extended reality (XR) are transformative and will continue shaping consumer interactions, creative projects, and our business landscape for years.

It’s vital for Disney to actively explore these opportunities while managing associated risks.

He added that the formation of this group reaffirms Disney’s commitment to navigating this evolving technological frontier.

This unit is not designed to centralize efforts but will ensure that various technological projects align with Disney’s overarching strategic vision.

Earlier, Reuters disclosed that Disney had set up a task force dedicated to studying the application of AI throughout its operations.

Disney various departments are exploring the potential of augmented reality (AR)—which overlays digital content onto the real world—and virtual reality (VR), which creates immersive digital environments.

Mixed reality, which merges aspects of both AR and VR, is also under active investigation.

To support its forward-thinking agenda, Disney has been strengthening its technical capabilities across the company.

An example is Kyle Laughlin return to Disney in March as Senior Vice President of Research and Development at Walt Disney Imagineering.

The division behind the creative design of theme park attractions.

Laughlin, whose expertise includes AR, VR, and AI, rejoined Disney after a brief stint at Amazon leading the Alexa Gadgets division.

As companies like Meta and Snap introduce slimmer, more stylish AR glasses that are positioned as alternatives to bulky VR headsets, Disney has been quietly building a team to leverage these advancements.

The goal is to create novel experiences that can be enjoyed both at their iconic theme parks and in consumers homes.

Market data from research firm IDC indicates that approximately 1.7 million AR/VR headsets have been sold so far this year, with Meta holding a dominant 60.5% market share.

However, competition is intensifying, as industry players like Sony, Apple, and Byte Dance are also making significant inroads into the space.