Josh D’Amaro Promises AI Technology Won’t Replace Human Creativity While He’s Disney CEO

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In his first interview as Disney’s new CEO, Josh D’Amaro explained how the company will use artificial intelligence, assuring everyone that it will enhance, not replace, human creativity. The rapid development of AI – for both everyday users and professionals – has understandably caused some worry within the entertainment industry.

Josh D’Amaro says AI will NOT replace human creativity while he is Disney CEO:

What sets our company apart is our unique creativity and the people who drive it. I believe that kind of human ingenuity can’t be replicated.

— Drew Smith (@DrewDisneyDude) February 4, 2026

During an interview on ABC’s World News Tonight, Disney’s D’Amaro suggested that AI won’t diminish the company’s creative spirit. He emphasized that Disney’s strength lies in its human creativity, something he believes can’t be replicated by artificial intelligence.

Disney’s AI Investments and Content Strategy

With Bob D’Amaro now leading Disney, his views on artificial intelligence are a key area of focus for both investors and those who work at the company. Everyone agrees AI isn’t going anywhere, but there’s a lot of debate about how it will be used and what impact it will have on Disney’s workforce. This creates a challenge for D’Amaro: Disney needs to find ways to save money with the new technology, but also maintain its long-held reputation for celebrating human creativity and imagination.

The entertainment industry is already feeling the impact of AI, with writers, visual effects artists, and animators noticing shifts in how they work. AI tools are also leading to fewer job opportunities, a key concern for unions currently negotiating protections for workers. This isn’t just about protecting jobs for those directly employed by studios; it also raises concerns about the potential impact on the creative work itself and the experiences of the audience.

Before Bob Iger stepped down, Disney invested $1 billion in OpenAI, with the potential for further investment. Now, as part of a three-year agreement, OpenAI’s Sora technology can create brief videos starring Disney’s beloved characters, but these videos won’t include the voices or appearances of real actors.

Disney+ will showcase fan videos created using AI technology, specifically from Sora. The company plans to integrate AI into its own content while also supporting creations from its audience. AI is already having a significant impact on media, and Disney is actively adopting it, as D’Amaro emphasized that it’s no longer a futuristic concept but a current reality.

AI as a Tool, Not a Replacement

While Disney is exploring the potential of AI, according to D’Amaro, they view it as a support tool, not a replacement for human creativity. He explained that when artists at Disney studios use AI, drawing on the company’s vast 70-year history, it’s a sign of success. Disney thrives when technology and talented people work together, and that’s exactly what’s happening now.

D’Amaro is reassuring people that AI won’t eliminate human creativity, offering a sense of stability during a period of change. He’s framing the conversation not as one about how Disney will regulate AI, but about how Disney will responsibly use it. As the company’s new public voice, D’Amaro is presenting himself as a steady, innovative leader who will protect Disney’s unique identity—its history, artistic talent, and embrace of new technologies—as it moves forward.

Disney has built its reputation as a trusted and familiar brand, rarely taking big risks or being seen as innovative. Now, with growing financial challenges, Disney’s leadership, particularly D’Amaro, is facing pressure to prove that human creativity is still valuable. The company’s decisions about using artificial intelligence will be crucial for its future and will really test D’Amaro’s ability to lead.

What do you think of Josh D’Amaro and his take on AI at Disney? Sound off in the comments!

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2026-02-04 22:56