Plus: Lululemon CEO to step down as company looks for more innovation; historic dance theater gets new leader, vision.
Disney is making a major move into AI by signing a three-year partnership with OpenAI and investing $1 billion in the company.
The deal lets OpenAI use more than 200 Disney, Marvel, Pixar and Star Wars characters in its tools. That means fans will be able to create short, AI-generated videos with characters like Moana, Iron Man or Baby Yoda.
Some of those videos could even appear on Disney+. Disney will also use OpenAI’s tech inside the company for new products and creative tools, Mashable reports.
Disney CEO Bob Iger says the partnership isn’t a threat to human creators. He stressed that the deal does not allow OpenAI to use actors’ real faces or voices, and that Disney added strict guardrails to protect talent.
He said the goal is to modernize how Disney reaches fans, not replace creative jobs.
“If it’s going to happen regardless, then we’d rather participate in the rather dramatic growth, rather than just watching it happen and essentially being disrupted by it,” Iger said.
Why it matters: This is one of the biggest entertainment–tech deals we’ve seen. And it shows a major shift in how stories and characters might be used in the future.
For creators and fans, the move raises understandable worries about AI taking over creative work. Known for fiercely protecting its IP, Disney is trying to get ahead of those concerns by talking openly about safety rules and respect for human talent. But they’re also admitting they’d rather have control over how AI is used than be subject to it.
For PR pros, this shift could also affect how campaigns are built. Expect more AI-generated content, tighter rules on character use and new kinds of collaborations between tech and creative teams.
Brands should also focus on understanding how this move affects what’s possible, what’s allowed and how to keep brand values front and center.
On a higher level, this deal shows the entertainment industry is entering a new era. Traditional media, tech platforms and AI tools are blending fast.
PR teams will have to adapt to faster timelines, new storytelling formats and changing expectations from audiences who want more participation and personalization.
Editor’s Top Reads:
- Lululemon announced its CEO Calvin McDonald will step down at the end of January after seven years leading the athletic-apparel brand through major expansion and recent sales challenges. NYT reports the company has launched a search for McDonald’s successor and appointed two senior leaders, its chief financial officer and chief commercial officer, as interim co-CEOs. McDonald will serve as a senior adviser through March to support the transition, while the board chair assumes an expanded role as executive chair. The leadership change comes as Lululemon faces slowing U.S. sales and pressure from investors and company founder Chip Wilson over the brand’s direction. Shares of Lululemon jumped roughly 10% after the announcement. Wilson criticized the brand’s leadership in October, claiming the company had “lost its edge” and needed to focus on innovation. New leadership and refreshed strategic approach gives Lululemon a chance to re-energize its brand story, sharpen its focus and respond to customer and market shifts. It tells the public that the company isn’t stuck; it’s willing to make necessary changes to stay competitive, innovate and deliver what customers want. For a lifestyle brand that’s built on momentum and culture, ensuring the people steering the ship align with the brand’s next chapter is essential.
- Alicia Graf Mack was just appointed artistic director of the Alvin Ailey American Dance Theater. She says her leadership will honor the company’s history while expanding its reach for today’s audiences. Having deep roots in the Ailey organization, from dancer to educator and now artistic director, Graf Mack emphasized continuity with the founders’ vision even as she looks for new ways to grow the brand. She told Inc. that she intends to “nurture what Mr. Ailey…created,” while also pushing the company to adapt to current cultural habits. She said, “I believe stretching is also an important part of growing. Including stretching to meet people where they are living today. We have to better learn how to reach people through social media. We have to tap into streaming media. We have to create collaborations across industries, like music collaborations, to reach more people too. We have to think beyond the stage because the touring model has limitations.” She stressed that the company doesn’t need to change its core “blueprint,” but must evolve it to “fit the day.” From a brand standpoint, Graf Mack’s comments show a balance between legacy and innovation. Alvin Ailey’s name and core repertoire, especially its signature work “Revelations,” are central to the organization’s identity and widespread recognition. Maintaining that continuity reassures longtime supporters and reinforces the authenticity that has defined the company since its founding in 1958. At the same time, her focus on digital engagement, genre-blending collaborations and alternative platforms reflects an understanding that cultural brands must evolve to reach new audiences: online, on screen, and through experiences beyond the stage. This emphasis helps preserve the brand’s artistic heritage while modernizing its presence and expanding its relevance to new and diverse audiences.
- A recent study highlighted in Nieman Lab shows that lots of people are choosing not to share news. The research found that many social users don’t actively engage with or pass along news anymore because they feel overwhelmed, harbor negative feelings about news or believe they don’t need to seek it out, thinking “news will find me” anyway. The article explains people are “less likely to share news because they don’t follow it closely or don’t see it as relevant,” which is part of a bigger trend of declining news engagement. The trend toward not sharing news suggests people may be less engaged, less motivated to amplify information and more cautious about how they’re perceived online, which could all impact how stories spread organically. If people aren’t sharing, your reach shrinks and your team may need to rely more on paid promotion, influencer partnerships or owned channels to get better visibility. It also reshapes how success is measured. Shares and virality aren’t as reliable as they once were, so PR teams should place more emphasis on meaningful engagement metrics like comments, saves or newsletter sign-ups.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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