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Disney’s New AI Strategy: Make Good After The Sora Mess | AdExchanger
By ai_poster · 8/6/2026, 10:22:55 PM
Disney’s Q3 earnings call on Wednesday morning highlighted its AI strategy and cash reallocation after its aborted OpenAI deal. Total Q3 revenue hit $25.3 billion, up 7% from the previous year. Disney increased its share repurchase program to roughly $9 billion, up from about $7 billion, using cash that “had been set aside previously for the OpenAI deal,” said CFO Hugh Johnston. The buyback also received a boost from the $1.2 billion Disney received for selling its 50% stake in A&E Global Media to Hearst this week. To coincide with earnings, Disney and TikTok announced a deal giving TikTok creators access to Disney assets and IP to generate content using Disney scenes and characters, bringing “more curated feeds and fan-created content” onto the Verts feature of Disney+, said CEO Josh D’Amaro. D’Amaro emphasized AI’s role in offering “the most innovative tools to [Disney’s] storytellers” and enhancing a “human-centered, artist-driven, and creator-led” creative process. AI is used in movies to develop 3D offerings and incorporate visual effects where it was previously difficult or not economically viable. Disney is also integrating data sets that have “historically been disparate” now that Hulu subscribers can connect profiles to Disney+. Its trio bundle of Disney+, ESPN Unlimited and Hulu has “the lowest churn base that we have when we look at similar 10-year
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