Inkampani ebeke iliso elibukhali kakhulu abalinganiswa bakhe abadumileyo IDisney ilungiselela into eyayibonakala ngathi yintsomi yesayensi kwiminyaka embalwa eyadlulayo: ukuvumela abalandeli ukuba badlale ngobuchule ngeefranchise zayo kwiDisney+. Le nkampani ifuna ababukeli badlulele ngaphaya kokucinezela nje ukudlala kwaye bakwazi ukwenza amava abo. iividiyo ezimfutshane ezine-AI yokuvelisa usebenzisa uMickey, uElsa, uDarth Vader okanye uIron Man kwindawo esemthethweni nelawulwayo.
Olu tshintsho alulovavanyo nje oludlulayo. Luxhaswa zizivumelwano zezigidi zeerandi kunye I-OpenAI kunye nezinye iinkampani zobuchwephesheKwimeko apho ubukrelekrele bokwenziwa buchaza ngokutsha indlela ukuzonwabisa kwedijithali okuveliswa ngayo nokusetyenziswa kwayo, le ntshukumo idibanisa amabhongo okudala, icebo leshishini, imfuneko yokukhuselwa ngokomthetho, kunye nombono ocacileyo: ukuba abalandeli sele bevelisa umxholo oqhutywa yi-AI ngaphandle kweendlela ezisemthethweni, iDisney ikhetha misela imithetho yomdlalo ukusuka ngaphakathi.
I-Disney+ iceba ukwenza ntoni nge-AI evelisayo?
UBob Iger, i-CEO yeThe Walt Disney Company, ucacisele abaninizabelo ukuba iDisney+ isebenza kuthotho lweempawu eziza kuvumela ababhalisileyo dala kwaye usebenzise umxholo ozenzele wona ngqo ukusuka eqongeni. Ingcinga kukwazisa izixhobo ze-AI ezivelisa iikliphu ezimfutshane ezibonisa abalinganiswa abasemthethweni kunye neendlela ezahlukeneyo ezibonakalayo.
UIger ngokwakhe uchaze ezi nguqu njenge nzulu ukusukela oko kwasungulwa iDisney+ Ngowama-2019, oku kwakubandakanya ukuphuculwa kwezobuchwepheshe kunye nemveliso. Kwakungekuko nje ukongeza ezinye izinto ezongezelelweyo, kodwa kwakumalunga nokutyhala iqonga lokusasaza liye kwimodeli esebenzisana ngakumbi, phakathi kweNetflix, iTikTok, kunye nemidlalo ethile yevidiyo egxile ekudalweni.
Okwangoku, iDisney ayikabhengezi akukho mhla wokukhutshwa okanye iindleko ezongezelelweyo ezinokubakho kule misebenzi. Oko inkampani ikucacisileyo kukuba iqhuba iingxoxo eziphambili neenkampani ezigxile kwi-AI yokuvelisa kwaye ingqwalasela epheleleyo iya kuba kukukhusela ubunini bobukrelekrele bekhathalogu yayo, nangona ivula ucango lokudala abalandeli.
Kule meko, i-CEO igxininise ukuba isicwangciso siquka ukuvumela abasebenzisi ukuba bavelise umxholo ikakhulu kwi ifomathi emfutshane kwaye ngaphakathi kwendawo evaliweyo yeDisney+Ngaphandle kokukhuphela ngokuthe ngqo okanye ukusasazwa simahla kwimidiya yoluntu kwasekuqaleni. Yindlela yokuzama ukudala ngokubambisana ngaphandle kokulahlekelwa lulawulo lwenkqubo yendalo.
Konke oku kwenzeka ngexesha apho iSizukulwana Z sivakalisa, ngokwengxelo yeDigital Media Trends, ukuba Ama-56% acinga ukuba umxholo weendaba zoluntu ubaluleke ngakumbi kuneefilimu okanye uthotho lwemveli. Ukuze aba basebenzisi baqhubeke nokutsala abatsha, iDisney+ kufuneka yahluke kwimarike egcweleyo, kwaye indlela ekhethiweyo icacile: Ukusetyenziswa kancinci kokungasebenzi kunye nokuthatha inxaxheba ngakumbi.
Indlela amava ngaphakathi kwiDisney+ anokubonakala ngayo
Umbono wangaphakathi kukuba umsebenzisi uza kuvula iDisney+ aze, ecaleni koluhlu lwabo oluqhelekileyo, afumane iqhosha elinje: "Yenza" okanye "Yenza ibali lakho"Ukusuka apho, inkqubo iya kukuvumela ukuba ubhale isivakalisi esifutshane, ukhethe oonobumba abambalwa abavumelekileyo kwaye ukhethe isitayile esibonakalayo, ngelixa i-AI inyamekela ezinye: iskripthi, ii-animation, amazwi okwenziwa kunye nokuhlela okusisiseko.
Kwinkqubo yokuqala, yonke into ikhomba ukuba iziqeshana zikho amacandelo ahlala imizuzwana okanye imizuzu embalwaNgoluhlu olulinganiselweyo lwabalinganiswa abagunyazisiweyo kunye nezicwangciso, iitemplate ziya kuthintelwa kakhulu ukugcina ithoni efanelekileyo kusapho kwaye ziphephe iimvavanyo ezingaqhelekanga, ezenza zibe njengethoyi ephucukileyo kunesitudiyo soopopayi sobuchwephesha.
Enye into ecingelwayo kukuba abasebenzisi bangakwazi bazifaka kwizigcawu, ukulayisha ifoto Okanye ividiyo emfutshane edityaniswe yi-AI kunye nabalinganiswa abavela kwiDisney, iMarvel, iPixar, okanye iStar Wars. Ingcinga yokuvela kwiscreen kunye noDarth Vader, uBaymax, okanye uMoana kwikliphu eyenzelwe wena ihambelana kakuhle nohlobo lomxholo abaninzi abangathanda ukuwubonisa kusapho nakubahlobo, nangona inkampani ifuna ukugcina olo hlobo lomxholo kwii-apps zayo.
La mava awazange avele nje. Aphefumlelwe yimizekelo efana I-Showrunner, iqonga elizibiza ngokuba yi-"Netflix ye-AI"okwaziyo ukwenza iziqephu ezinemifanekiso eshukumayo ngeenkcazo zamagama ali-10 okanye ali-15 kuphela. U-Showrunner sele ebonakalise ukuthandwa kolu hlobo lomxholo xa evelisa iziqephu ezilithoba ezingagunyaziswanga ze-'South Park' ezafumana umbono omalunga nezigidi ezingama-80, nto leyo eyenza kucace ukuba kukho abaphulaphuli abazimisele ukubukela nokuvelisa izinto ezenziwe nge-AI.
Kwangaxeshanye, iDisney ifuna ukubandakanya iDisney+ izinto ezifana nemidlalo yevidiyo Ngenxa yentsebenziswano yayo ne-Epic Games. Oko kukuthi, iileya ezisebenzisanayo, amandla okudlala, kunye neendlela zokuzibandakanya ezikhumbuza amava eqonga afana neRoblox, okuqinisa imvakalelo yokuba umbukeli udlala ngaphakathi kwendalo yeDisney kwaye akakhukuliswa nje kuphela.
Isivumelwano seDisney-OpenAI: I-Sora, i-ChatGPT kunye neempawu ezingama-200 ezineelayisenisi
Kule bhodi yechess iyonke, eyona nto ibalaseleyo yintsebenziswano esemthethweni phakathi IDisney kunye ne-OpenAI, yabhengezwa ngoDisemba 11, 2025. IDisney ibe liqabane lokuqala elikhulu kwihlabathi liphela lomxholo weSora, iqonga lokuvelisa iividiyo elisebenzisa i-AI le-OpenAI, kwaye inike ukufikelela kubalinganiswa abaneelayisenisi abangaphezu kwama-200 abavela kwiDisney, iMarvel, iPixar kunye neStar Wars.
Isivumelwano simisela a ilayisenisi yokuqala yeminyaka emithathuLe projekthi, enokhetho lokwandisa, idlula ngaphaya kovavanyo lobugcisa olulula. Iquka yonke into ukusuka ekubeni abalandeli benze iividiyo ezimfutshane naba balinganiswa kwiSora nakwiChatGPT Images, ukuya ekudityanisweni okukhethiweyo kwezinto ezithile ezidalwe kwiDisney+ ngokwayo njengenxalenye yekhathalogu yayo ethatha inxaxheba.
Njengenxalenye yesivumelwano, iDisney iza kuqhuba Utyalo-mali olucwangcisiweyo lwe-$1.000 yezigidigidi kwi-OpenAIkunye nethuba lokufumana izabelo ezingaphezulu kwixesha elizayo. Njengembuyekezo, iza kusebenzisa ii-API zenkampani ukuqhuba iimveliso ezintsha, izixhobo zangaphakathi, kunye namava edijithali asebenzisa i-ChatGPT, i-Sora, kunye nezinye iimodeli zokuvelisa, zombini kwiinkqubo ezijongene noluntu nakwiinkqubo zangaphakathi zokudala, zokusebenza, kunye nenkonzo yabathengi.
Esi sivumelwano siza nonxibelelwano olucacileyo malunga nentlonipho yabadali abangabantu. Simiselwe njengomgca obomvu othi Akukho mazwi okanye ubuso babadlali bokwenyani obuya kusetyenziswa ngaphandle kwezivumelwano ezithile, kwaye ukuba izinto ezidaliweyo ziya kusekelwa kuphela kubalinganiswa, useto, kunye nezinto eziwela kwilayisenisi enikiweyo. Akukho kukopisha abadlali ngaphandle kwemvume okanye ukuzenza bona.
Bobabini uBob Iger noSam Altman bagxininise esidlangalaleni ukuba esi sivumelwano senzelwe ukubonwa njenge umzekelo wentsebenziswano enoxanduva phakathi kwe-AI kunye neenkokheli zobuchuleUmyalezo uthi amandla obukrelekrele bokwenziwa angasetyenziswa ukuvula iindlela ezintsha zokubalisa kunye namava omsebenzisi ngaphandle kokwaphula amalungelo etalente yomntu okanye ukuguqula ubuchwepheshe bube yindlela yokuxhaphaza ngokufihlakeleyo.
Yintoni kanye kanye enokwenziwa ngumsebenzisi ngeSora kunye neChatGPT?
Ngokwenyani, ifeni iya kukwazi ukuyisebenzisa USora uza kuvelisa iividiyo ezimfutshane Ngokubhala inqaku ngolwimi lwendalo, into elula efana nokuthi "uElsa noMoana elunxwemeni xa ilanga litshona bencokola ngezinto ezenzekayo" okanye "uDarth Vader eqeqesha uGrogu kwinqanawa yasemajukujukwini," le modeli ivelisa umsebenzi onemifanekiso ohambelana neendlela ezisemthethweni ezibonakalayo.
Ukhetho lwale mxholo, olukhethwe kwaye lulawulwa yiDisney ngokwayo, lunokuphela ngaphakathi IDisney+ “njengamava aqhutywa yi-AI”Oku kuvula ithuba lokuba ezinye izinto ezidalwe ngabalandeli zibe yinxalenye ebonakalayo yenkqubo esemthethweni. Kulapho ke ithuba lokwenza iinkqubo ezifana "nezona ziqeshana zibalaseleyo zeveki" okanye amacandelo abonisa uphawu lwenkampani lisebenza khona.
Le ngqiqo imele utshintsho olukhulu: umsebenzisi akasenguye umbukeli ongenzi nto, kodwa umxhasi webaliLe modeli inika izixhobo ezinamandla ezigqunywe kwindawo ekhuselekileyo. Ihambelana nemikhwa yezizukulwana ezitsha, eziqhelene neendlela zentlalo, ukusebenzisana, kunye nezobuqu, kwaye sele zihamba ngokwendalo phakathi kweTikTok, iRoblox, kunye noluntu oluguqula imidlalo yevidiyo.
Oku kukwabeka umzekelo weshishini: iimpawu zelayisenisi zamaqonga e-AI ziba yi- umthombo omtsha wengenisoKwaye ukwenza imali ngobuchule babalandeli kuba lukhetho lokwenyani logama nje ulawulo olungqongqo malunga noko kupapashwayo, indlela okusetyenziswa ngayo, kunye nokuba ngubani ogcina amalungelo okuxhaphaza.
Ipropathi yobukrelekrele, ulawulo, kunye nobubanzi obusemthethweni be-AI
Enye yezona ngongoma zibuthathaka zale ntshukumo iphela kukuchaza ngubani ophethe oko kuveliswayo Xa umlandeli edala ividiyo esebenzisa i-AI esebenzisa abalinganiswa beDisney, ngaba ngumsebenzi ophuma kwimveliso ophethwe yinkampani kuphela? Ngaba luhlobo lwentsebenziswano phakathi komsebenzisi kunye nestudiyo? Ngaba kufuneka kubekho iindlela zokuqatshelwa okanye imbuyekezo yemali ukuba umsebenzi othile uthandwa kakhulu?
IDisney icacisile ukuba ukukhusela ikhathalogu yayo kuseyeyona nto iphambili. Sithetha ngenkampani ede yanyanzelisa ukuba kutshintshwe imithetho... ukuthintela uMickey Mouse ukuba angangeni kwindawo kawonke-wonke ngaphambi kwexesha kwaye imangalele izixhobo ze-AI ngokuziqeqesha ngeemodeli ngemisebenzi yazo ngaphandle kwemvume. Kule meko, ukuvula inkqubo yokudala kumsebenzisi akuthethi ukuba kufuneka ayeke ulawulo, kodwa endaweni yoko kufuneka amisele izivumelwano, imiqathango yokusebenzisa, kunye nezihluzi ezingqongqo kakhulu.
Isivumelwano ne-OpenAI siquka, phakathi kwezinye izinto, ukukhutshelwa ngaphandle kwamazwi kunye neempawu zomzimba zabadlali bokwenyani Ngaphandle kokuba kuvunyelwene ngokucacileyo ngenye indlela, kunye nezibophelelo eziphambili zokulawula ukuthintela umxholo wesondo, ubundlobongela, okanye ongekho mthethweni, ingakumbi xa kujongwa ubukho babantwana abancinci kubaphulaphuli beDisney+, i-OpenAI iya kufuneka ukuba isebenzise iinkqubo zokucoca ezinamandla, kwaye iDisney inelungelo lokulawula yonke imixholo engena kumaqonga ayo.
Le nkampani ikwamela ngokuqinileyo ngokuchasene nokusetyenziswa okungagunyaziswanga. Ngokuhambelana nomanyano lwayo ne-OpenAI, ithumele iileta zokuyeka nokuyekisa kwiinkampani ezifana Umlinganiswa.AI okanye uGoogle nguGeminiibatyhola ngokuphinda bavelise imisebenzi yabo enelungelo lokushicilela ukuze baqeqeshe kwaye bondle iinkonzo ze-AI ngaphandle kwemvume. Kwenye yezi fayile, iDisney ide ichaze iGemini njengo "matshini wokuthengisa obonakalayo" okwaziyo ukukhafula iikopi zethala leencwadi layo ngomlinganiselo omkhulu.
Konke oku kwenzeka kwimeko ethile ummiselo usekwinqanaba lokuqala kakhulu Kwicandelo le-AI, kukho iindawo ezibalulekileyo zomthetho ezingacacanga malunga nelungelo lokushicilela, uxanduva lomxholo onengxaki, kunye nemeko esemthethweni yemisebenzi eyenziwe yimodeli. I-Disney kunye ne-OpenAI zifuna ukuzibeka njengemizekelo yeendlela ezilungileyo, kodwa ingxoxo malunga nepropathi yengqondo, ukuchazwa kobuchule, kunye nembuyekezo enokubakho kubasebenzisi kunye nabaculi ayikapheli.
Iingozi kuphawu, kubadali, kunye namava omsebenzisi
Ukunika izigidi zabantu izixhobo zokuyila ngokungenakuphepheka kukhokelela ekubeni Iingozi zokumodareyitha nodumoIDisney ibhale phantsi iinkumbulo zayo kwezinye iiplatifomu apho abalinganiswa abaziwayo baye baphelela kwiimeko ezingaqhelekanga okanye ezingafanelekanga xa amasango ezikhukhula evuleka kakhulu, njengoko kwenzekileyo kunxibelelwano oluthile lwabadlali beFortnite nelizwi likaDarth Vader.
Ukuze kuthintelwe imiboniso efanayo, inkampani kuya kufuneka idibanise izihluzi ezenzekelayo, uphononongo lwabantu, kunye nemida yokudala kucacile kakhulu. Oku kuthetha iindleko ezongezelelweyo kunye nemingeni yokwandisa, kuba naluphi na utshintsho olusasazekayo lunokuba yingxaki yehlabathi ngokukhawuleza, ingakumbi xa uphawu lunxulunyaniswa nomxholo olungele usapho.
Kwicala leengcali, kukho inkxalabo ecacileyo. Emva koqhankqalazo lwababhali nabadlali ngo-2023, abaninzi banoloyiko lokuba ezi nkqubo zokudala abalandeli zingasetyenziswa ukwenza oku. buthathaka izivumelwano zabasebenziUkunika umsebenzi wobugcisa ngaphandle komvuzo kunye nokuthethelela ukuncitshiswa kwamaqela okubhala iskripthi, amabali, okanye oopopayi. Ukuba uluntu "lusebenzela simahla" luvelisa umxholo, umbuzo ngulo wokuba yeyiphi indawo eseleyo yomsebenzi ohlawulelwayo.
Ukongeza koku kukho umngcipheko wokuba ziya kuvela umxholo ohlekisayo, ogxekayo okanye onomda apho abalinganiswa bangena khona kwindawo iDisney engathanda ukuyiphepha, nangona inkampani inazo izakhono zobugcisa zokunciphisa uninzi lwaloo mizamo. Ukungavisisani phakathi kwenkululeko yokuyila kunye nolawulo lwenkampani akunakuphepheka kwaye kuya kuba yenye yezona ngongoma ziphambili zempikiswano kule modeli.
Ngaphezu koko, akufuneki silibale indlela abantu abacinga ngayo. Amanye amalungu oluntu ayayincoma ingcamango yokudlala iifranchise abazithandayo ngenxa ye-AI, ngelixa abanye bebona ezi ntshukumo njengenzame zokuzama kwinkcubeko efanelekileyo yabalandeli kwaye wenze imali ngohlobo lobuchule obusebenza ngaphandle kwesizathu, njengeengxelo zabalandeli, iimodeli zemidlalo yevidiyo, okanye izithuba zeendaba zoluntu.
Kutheni iDisney isenza iintshukumo ngoku: imakethi yokusasaza kunye noxinzelelo lwesizukulwana
Isigqibo sikaDisney asinakuqondwa ngaphandle kokujonga umxholo we ukusasazwa okugcweleyo nokutshintshatshintshayoAmaqonga afana neNetflix, iAmazon Prime Video, iMax, kunye neendaba zoluntu ngokwazo zikhuphisana ngexesha elifanayo lesikrini, njengoko kubonisiwe yi-a uthelekiso oluqinisekileyoUlutsha luya lusebenzisa umxholo omfutshane, osebenzisanayo, nowentlalontle, kwaye luchitha iiyure kumava afana neemodeli zomdlalo ezifana neRoblox, TikTok, okanye iMinecraft, apho ukudala nokudlala kudibana khona.
IDisney+ yongeze phantse kwikota yokugqibela I-3,8 yezigidi zababhalisi abatshaKodwa inkampani iyazi ukuba ukulayisha nje uthotho kunye neemuvi akwanelanga. Ulutsha luqhubeka lusebenzisa umxholo omfutshane, osebenzisanayo, nowentlalontle, kwaye luchitha iiyure kumava afana neRoblox, TikTok, okanye iiMinecraft-type game mods, apho ukudala nokudlala kudibana khona.
Ngenxa yesi simo, kunika abasebenzisi ithuba lokuba bakhe amabali abo ngaphakathi kwindalo ezisemthethweni Yindlela yokwandisa ukubandakanyeka, ubude bexesha leseshoni ephakathi, kunye nokuthembeka kwebhrendi. Ngaphezu koko, ivula ithuba leemodeli zoshishino apho amaqonga okudala umxholo anokuba nezakhiwo zamaxabiso ezahlukeneyo xa kuthelekiswa nezo zibonelela ngomxholo wokusetyenziswa.
Eli cebo likwanendlela yokuzikhusela. Njengoko i-AI evelisayo ngoku ikwazi ukulinganisa iindlela ezibonakalayo nezebali, nawuphi na umsebenzisi angenza ividiyo enabalinganiswa abafana neDisney, nokuba abasemthethweni. Ngokwenza i- isakhelo esilawulwayo nesinomtsalane kubalandeliLe nkampani izama ukuhambisa loo mandla kumava avunyiweyo, inciphisa inkuthazo yokusebenzisa izixhobo ezingagunyaziswanga.
Kukho umzekelo obalulekileyo kwimbali yokuzonwabisa kwedijithali: uluntu lokuguqula imidlalo yevidiyoImidlalo efana neDOOM kunye neMinecraft ikhule kakhulu ngenxa yomxholo owenziwe ngabadlali, kangangokuba iinkampani ezininzi zigqibe ekubeni zidibanise ngokusesikweni kwaye zivuze abaguquli beenkqubo. Kubonakala ngathi iDisney ifuna ukuphinda inxalenye yaloo nto, kodwa ngesakhiwo selayisenisi kunye nokucoca esifana nestudiyo esikhulu saseHollywood.
Ekugqibeleni, yonke le ntshukumo yenza iDisney+ ibe ngaphezu kweqonga lokusasaza nje: inqwenela ukuba yi inkqubo yendalo yokuyila apho iteknoloji, idatha kunye nokubalisa amabali Zidityanisiwe ukugcina abasebenzisi "besekhaya" ixesha elide kwaye zinezizathu ezininzi zokuhlala inyanga nenyanga.
Ukuba isicwangciso sihamba kakuhle, iqonga leMickey Mouse lingasuka ekubeni yindawo apho amabali asemthethweni abonwa khona liye ekubeni yindawo apho Izigidi zabantu zitolika ngokutsha, zandisa, kwaye zizenzela ngokwezifiso Loo mabali ane-AI. Ukuba ayilunganga, nangona kunjalo, iingxaki zokulawula, iingxabano zomthetho, kunye nokwaliwa ngabadali abaziingcali zingenza oku kube yingxaki enkulu kuphawu.
Imeko eyenzeka ngeDisney+, i-OpenAI, iSora, kunye neempawu ezintsha ze-AI, nokuba kunjalo, luvavanyo olukhulu oluya kuvavanya imida phakathi kobuchule bokutsha kwezobuchwepheshe, ilungelo lokushicilela, ubuchule bokuthatha inxaxheba, kunye noxanduva lwenkampani, kwaye apho ibhalansi phakathi Khusela ilifa kwaye ulivumele lidlale nabalandeli balo Kuya kuba luvavanyo lokwenyani lwekamva lokuzonwabisa kwedijithali.
