Karsten Wenzlaff, Advisor
August 26th, 2025
Karsten Wenzlaff is a Crowdfunding and Fintech Expert from Germany. He is Secretary-General of Digit[...]
Disney Opens AI Unit to Accelerate Augmented Reality
AR/VR | Nov 4, 2024
Disney’s Former CTO to Run New AI Business Unit to Drive AR/VR Innovations in Entertainment
According to Reuters, Walt Disney has launched the Office of Technology Enablement (OTE) unit to boost innovation in artificial intelligence (AI) and augmented reality (AR) across its parks, movies, and TV shows. Led by former Chief Tech Officer Jamie Voris, the goal is to transform how stories are told and make experiences more engaging for audiences. Marketsandmarkets AR/VR research shows markets being valued at 22.12 billion USD in 2024, are are forecasted to reach 96.32 billion USD by 2029 for a 34.2% CAGR.
See: Meta’s Real-Time Personal Financial Management Smart Glasses
Unlike other companies focusing mainly on AR/VR headsets, Disney plans to create new user experiences in themed AR-driven attractions by blending physical and digital storytelling to give visitors new ways to connect with Disney stories and characters without compromising Disney's brand values. The OTE team is expected to expand to approx 100 members.
Alan Bergman, Disney Entertainment Co-Chairman wrote:
"The pace and scope of the advances in AI and XR (extended reality) are profound and will continue to impact consumer experiences, creative endeavors and our businesses for years to come - making it critical that Disney explore the exciting opportunities and navigate the potential risks. The creation of this group underscores our dedication to doing that."
Competition is Heating Up
- Meta is the top player in the AR/VR market with as much as 60.5% share as of Q2 2024, selling a total of 613, 927 devices in Q2 across all Meta VR devices including Quest 2, Quest Pro, and Ray-Ban smart glasses.
- Apple joined the market in 2023 launching its spatial computing Vision Pro headset for users looking for a multifunctional lighter device that seamlessly integrates with Apple's broad product/service ecosystem. An approach that Disney may look to adopt. That is to develop Disney's own brand and storytelling experiences designed for devices like Vision Pro.
See: NatWest Launches Spatial Banking App for Apple Vision Pro
- Sony is taking a gaming first approach to VR launching its PlayStation VR2 in 2023 that sold 600,000 PS2's in the first 6 weeks. Disney could also look at bringing its unique brand and storytelling experiences via interactive games with its cherished characters and worlds.
Why It Matters
Disney’s new OTE tech unit will be one to watch, merging digital and physical worlds in unique ways to enhance entertainment. If you haven't been to Disney world with the family in a while, imagine what these newly created immersive experiences will soon be like across its parks, films, and streaming platforms. Hopefully the magic will continue to flourish.
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