Disney's latest TikTok deal shows it's betting on real creators instead of AI-generated videos

Disney has entered into a new collaboration with TikTok, focusing on vertical videos created by select creators using the company's intellectual property. This move comes after Disney's short-lived partnership with OpenAI's Sora, which would have produced AI-generated videos featuring Disney characters. The new deal aims to tap into the existing multitude of Disney creators on TikTok, ranging from those discussing Disney Parks and cruises to creators contributing to theories surrounding specific Disney productions.

Asad Ayaz, Chief Marketing and Brand Officer of The Walt Disney Company, emphasized that "the best storytellers are fans first; that has always been true at Disney," highlighting the significance of creators' perspectives in bringing stories to life. This partnership between Disney and TikTok marks a shift towards embracing creator-made content, with the initial rollout expected in the United States and subsequent appearance on Disney+ thereafter.

While specific details about the characters and franchises accessible to creators via this partnership are yet to be disclosed, the release assures that access will be granted to assets related to several films and series from Disney's extensive library of enduring franchises and beloved IPs. The introduction of vertical videos within Disney+ is not entirely novel, yet this TikTok deal seemingly replaces the Sora alternative, which had faced difficulties due to Disney's withdrawal from the AI-driven partnership.

As creators who already contribute content about Disney+ are encouraged to apply for the program, they will have access to event invitations, enhanced visibility, and special rewards. It remains to be seen if there will be any collaboration between this new partnership and another Disney endeavor, Created in LA, a long-form creator-focused event in Los Angeles.

Regardless, the emphasis on real creators over AI-generated content is an encouraging direction for Disney's engagement with its audience.