Inkampani ebilokhu iqaphelisisa kakhulu abalingiswa bakhe abadumile I-Disney ilungiselela into eyayizobonakala njengendaba yesayensi eminyakeni embalwa edlule: ukuvumela abalandeli badlale ngobuhlakani ngama-franchise ayo ku-Disney+. Le nkampani ifuna ababukeli badlulele ngale kokucindezela nje ukudlala futhi bakwazi ukudala okuhlangenwe nakho kwabo. amavidiyo amafushane ane-AI yokukhiqiza besebenzisa uMickey, u-Elsa, uDarth Vader noma u-Iron Man endaweni esemthethweni nelawulwayo.
Lolu shintsho aluyona nje into edlulayo. Lusekelwa yizivumelwano zezigidi zamaRandi no I-OpenAI nezinye izinkampani zobuchwephesheEsimweni lapho ubuhlakani bokwenziwa buchaza kabusha indlela ukuzijabulisa kwedijithali okukhiqizwa futhi kusetshenziswe ngayo, lesi sinyathelo sihlanganisa isifiso sokudala, isu lebhizinisi, isidingo sokuvikelwa kwezomthetho, kanye nomqondo ocacile kakhulu: uma abalandeli sebevele bekhiqiza okuqukethwe okusekelwe ku-AI ngaphandle kweziteshi ezisemthethweni, i-Disney ikhetha setha imithetho yomdlalo kusuka ngaphakathi.
Yini i-Disney+ ehlose ukuyenza nge-AI ekhiqizayo?
UBob Iger, i-CEO ye-The Walt Disney Company, uchazele abaninimasheya ukuthi i-Disney+ isebenza ochungechungeni lwezici ezizovumela ababhalisile dala futhi usebenzise okuqukethwe okuzikhiqizele kona ngqo kusuka epulatifomu. Umqondo uwukwethula amathuluzi e-AI akhiqizayo akhiqiza iziqeshana ezimfushane eziqukethe abalingiswa abasemthethweni nezitayela ezahlukene ezibonakalayo.
U-Iger ngokwakhe uchaze lezi zinguquko ngokuthi kujule kakhulu selokhu kwethulwa iDisney+ Ngo-2019, lokhu kwakuhilela kokubili ukuthuthukiswa kobuchwepheshe kanye nomkhiqizo. Kwakungekona nje ukwengeza okunye okwengeziwe, kodwa kwakumayelana nokusunduza ipulatifomu yokusakaza iye kumodeli esebenzisana kakhulu, endaweni ethile phakathi kweNetflix, iTikTok, kanye nemidlalo ethile yevidiyo egxile ekudalweni.
Okwamanje, iDisney ayikakamemezeli akukho usuku lokukhishwa noma izindleko ezengeziwe ezingaba khona ngale misebenzi. Lokho inkampani ekucacisile ukuthi ibamba izingxoxo ezithuthukisiwe nezinkampani ezigxile ku-AI yokukhiqiza nokuthi ukugxila okuphelele kuzoba ekuvikeleni impahla yobuhlakani yekhathalogi yayo, ngisho noma ivula umnyango wokudala kwabalandeli.
Kulesi simo, i-CEO igcizelele ukuthi uhlelo luhilela ukuvumela abasebenzisi ukuthi bakhiqize okuqukethwe ikakhulukazi ku- ifomethi emfushane futhi ngaphakathi kwendawo evaliwe ye-Disney+Ngaphandle kokulanda okuqondile noma ukusatshalaliswa kwamahhala ezinkundleni zokuxhumana kusukela ekuqaleni. Kuyindlela yokuzama ukudala ngokubambisana ngaphandle kokulahlekelwa ukulawula uhlelo lwendalo.
Konke lokhu kwenzeka ngesikhathi isizukulwane Z simemezela, ngokusho kombiko we-Digital Media Trends, ukuthi Ama-56% abheka okuqukethwe ezinkundleni zokuxhumana njengokubaluleke kakhulu kunochungechunge noma amafilimu endabuko. Ukuze bagcine laba basebenzisi futhi badonsele abasha, i-Disney+ idinga ukuzihlukanisa emakethe egcwele, futhi indlela ekhethiwe icacile: Ukusetshenziswa okuncane kokungasebenzi kanye nokubamba iqhaza okusebenzayo.
Ukuthi isipiliyoni ngaphakathi kweDisney+ singase sibukeke kanjani
Umbono wangaphakathi ukuthi umsebenzisi uzovula i-Disney+ futhi, kanye nochungechunge lwabo olujwayelekile, athole inkinobho efana nale: “Dala” noma “Dala indaba yakho”Ukusuka lapho, uhlelo luzokuvumela ukuthi ubhale umusho omfushane, ukhethe izinhlamvu ezimbalwa ezivunyelwe bese ukhetha isitayela esibonakalayo, kuyilapho i-AI inakekela okunye: iskripthi, izithombe ezinyakazayo, amazwi okwenziwa kanye nokuhlela okuyisisekelo.
Ekukhishweni kokuqala, konke kukhomba ukuthi iziqeshana ziyasebenza izingxenye ezihlala imizuzwana noma imizuzu embalwaNjengoba kunohlu olulinganiselwe lwezinhlamvu nezilungiselelo ezigunyaziwe, amathempulethi azokhawulelwa kakhulu ukuze alondoloze ithoni enobungani nomndeni futhi agweme ukuhlola okungavamile ngokweqile, okwenza kube njengethoyizi elithuthukisiwe kunesitudiyo sopopayi sobungcweti.
Okunye okungenzeka okucatshangelwe ukuthi abasebenzisi bangakwazi bazifaka ezigcawini, kulayishwa isithombe Noma ividiyo emfushane ehlanganiswa yi-AI nabalingiswa abavela ku-Disney, Marvel, Pixar, noma i-Star Wars. Umqondo wokuvela esikrinini noDarth Vader, uBaymax, noma uMoana kusiqeshana esenziwe ngezifiso uhambisana kahle nohlobo lokuqukethwe abaningi abangathanda ukukubonisa umndeni nabangane, yize inkampani ifuna ukugcina lolo hlobo lokuqukethwe ngaphakathi kwezinhlelo zayo zokusebenza.
Lokhu okuhlangenwe nakho akuzange kuvele nje. Kwaphefumulelwa yizibonelo ezifana I-Showrunner, ipulatifomu ezibiza ngokuthi “i-Netflix ye-AI”okwazi ukudala iziqephu ezinyakazayo kusukela ezincazelweni zamagama ayi-10 noma ayi-15 kuphela. U-Showrunner usevele ubonise ukukhanga kwalolu hlobo lokuqukethwe lapho ekhiqiza iziqephu eziyisishiyagalolunye ezingagunyaziwe ze-'South Park' ezathola ukubukwa okungaba yizigidi ezingama-80, okwenza kucace ukuthi kukhona izithameli ezizimisele ukubukela nokukhiqiza izinto ezidalwe nge-AI.
Ngesikhathi esifanayo, iDisney ifuna ukufaka iDisney+ izinto ezifana nemidlalo yevidiyo Ngenxa yokubambisana kwayo ne-Epic Games. Okusho ukuthi, izendlalelo ezisebenzisanayo, amandla okudlala, kanye nezindlela zokuzibandakanya ezikhumbuza okuhlangenwe nakho kwepulatifomu njengeRoblox, okuqinisa umuzwa wokuthi umbukeli udlala ngaphakathi kwendawo yeDisney hhayi nje ukukhushulwa.
Isivumelwano se-Disney-OpenAI: I-Sora, i-ChatGPT kanye nezinhlamvu ezingama-200 ezinelayisensi
Kuyo yonke le chessboard, into ehlaba umxhwele kakhulu ukubambisana okusemthethweni phakathi I-Disney ne-OpenAI, kumenyezelwe ngoDisemba 11, 2025. I-Disney ibe ngumlingani wokuqala omkhulu wokuqukethwe emhlabeni wonke we-Sora, ipulatifomu yokukhiqiza amavidiyo e-AI eqhutshwa yi-OpenAI, futhi inikeze ukufinyelela kubalingiswa abanelayisensi abangaphezu kuka-200 abavela ku-Disney, Marvel, Pixar kanye ne-Star Wars.
Isivumelwano sisungula ilayisensi yokuqala yeminyaka emithathuLe phrojekthi, enenketho yokwandisa, idlula kakhulu ukuhlolwa okulula kobuchwepheshe. Ihlanganisa konke kusukela ethuba lokuthi abalandeli badale amavidiyo amafushane nalaba balingiswa ku-Sora kanye ne-ChatGPT Images, kuya ekuhlanganisweni okukhethiwe kwezinto ezithile ezidaliwe ngaphakathi kwe-Disney+ ngokwayo njengengxenye yekhathalogi yayo ebambe iqhaza.
Njengengxenye yesivumelwano, iDisney izokwenza Ukutshalwa kwezimali okunecebo elingu-$1.000 billion ku-OpenAIkanye nethuba lokuthola amasheya engeziwe esikhathini esizayo. Ngokubuyisela, izosebenzisa ama-API enkampani ukushayela imikhiqizo emisha, amathuluzi angaphakathi, kanye nokuhlangenwe nakho kwedijithali okusebenzisa i-ChatGPT, i-Sora, kanye namanye amamodeli okukhiqiza, kokubili kwezinhlelo zokusebenza ezibhekene nomphakathi kanye nezinqubo zangaphakathi zokudala, zokusebenza, kanye nezinsizakalo zamakhasimende.
Lesi sivumelwano siza nokuxhumana okucacile mayelana nenhlonipho ngabadali abangabantu. Sisungulwe njengomugqa obomvu wokuthi Awekho amazwi noma ubuso babadlali bangempela obuzosetshenziswa ngaphandle kwezivumelwano ezithile, nokuthi okudaliwe kuzosekelwe kuphela kubalingiswa, izilungiselelo, kanye nezinto eziwela ngaphansi kwelayisensi enikeziwe. Akukho ukwenziwa kwama-coloning kwabadlali ngaphandle kwemvume noma ukuzenza bona.
Bobabili uBob Iger noSam Altman bagcizelele obala ukuthi lesi sivumelwano sihloselwe ukubhekwa njengesivumelwano isibonelo sokubambisana okunesibopho phakathi kwe-AI nabaholi bokudalaUmyalezo uwukuthi amandla obuhlakani bokwenziwa angasetshenziswa ukuvula izindlela ezintsha zokulandisa kanye nokuhlangenwe nakho komsebenzisi ngaphandle kokwephula amalungelo ethalente lomuntu noma ukuguqula ubuchwepheshe bube yindlela yokuxhashazwa ngasese.
Yini ngempela umsebenzisi angayenza nge-Sora ne-ChatGPT?
Empeleni, ifeni izokwazi ukusebenzisa USora uzokhiqiza amavidiyo amafushane Ngokubhala isimemo ngolimi lwemvelo, into elula njengokuthi "u-Elsa noMoana ogwini lolwandle ekushoneni kwelanga bexoxa ngezinto ezenzekayo" noma "uDarth Vader eqeqesha uGrogu esikebheni sasemkhathini," imodeli ikhiqiza ucezu olupopayi oluhambisana nezitayela ezisemthethweni ezibonakalayo.
Ukukhetha kwalokhu okuqukethwe, okukhethwe futhi kwaqondiswa yi-Disney uqobo, kungagcina kungaphakathi I-Disney+ “njengolwazi olusebenzisa i-AI”Lokhu kuvula ithuba lokuthi ezinye izidalwa zabalandeli zibe yingxenye ebonakalayo yesistimu yokusebenza esemthethweni. Yilapho-ke ithuba lokudala izinhlelo ezifana "neziqeshana ezinhle kakhulu zesonto" noma izingxenye ezifakiwe ezinegama lenkampani lisebenza khona.
Lo mqondo umelela ushintsho olukhulu: umsebenzisi akaseyena umbukeli ongenzi lutho, kodwa ungumuntu umlingisi ohambisanayo wendabaLe modeli inikeza amathuluzi anamandla ahlanganiswe endaweni ephephile. Ihambisana nemikhuba yezizukulwane ezintsha, ezijwayele amafomethi ezenhlalo, okubambisana, kanye nawenziwe ngezifiso, futhi esevele ihamba ngokwemvelo phakathi kwemiphakathi yokuguqula i-TikTok, i-Roblox, kanye nemidlalo yevidiyo.
Lokhu futhi kubeka isibonelo sebhizinisi: izinhlamvu zelayisensi zamapulatifomu e-AI ziba yi- umthombo omusha wemali engenayoFuthi ukwenza imali ngobuhlakani babalandeli kuba yindlela yangempela uma nje kugcinwa ukulawula okuqinile ngalokho okushicilelwe, indlela okusetshenziswa ngayo, nokuthi ubani ogcina amalungelo okuxhaphaza.
Impahla yobuhlakani, ukulawula, kanye ne-labyrinth esemthethweni ye-AI
Elinye lamaphuzu abucayi kakhulu alo lonke lolu hambo ukuchaza ubani ongumnikazi walokho okukhiqizwayo Uma umlandeli edala ividiyo esebenzisa i-AI esebenzisa abalingiswa be-Disney, ingabe umsebenzi osuselwe kolunye uhlobo ophethwe yinkampani kuphela? Ingabe uhlobo lokubambisana phakathi komsebenzisi nesitudiyo? Ingabe kufanele kube nezindlela zokuqashelwa noma zokunxeshezelwa ngokwezimali uma umsebenzi uba yinto ethandwa kakhulu?
I-Disney ikubeke kwacaca ukuthi ukuvikela ikhathalogi yayo kuseyinto eza kuqala. Sikhuluma ngenkampani eye yaze yacindezela izinguquko zomthetho ukuze... ukuvimbela i-Mickey Mouse ukuthi ingangeni emphakathini ngaphambi kwesikhathi futhi imangalele amathuluzi e-AI ngamamodeli okuqeqesha ngemisebenzi yawo ngaphandle kwemvume. Kulesi simo, ukuvula uhlelo lokudala kumsebenzisi akusho ukuyeka ukulawula, kodwa kunalokho ukusungula izinkontileka, imigomo yokusebenzisa, kanye nezihlungi eziqinile kakhulu.
Isivumelwano ne-OpenAI sihlanganisa, phakathi kwezinye izinto, ukukhishwa kwamazwi nezici zomzimba zabadlali bangempela Ngaphandle kokuthi kuvunyelwene ngenye indlela ngokucacile, kanye nokuzibophezela okuthuthukisiwe kokulawula ukuvimbela okuqukethwe kocansi, ubudlova, noma okungekho emthethweni, ikakhulukazi uma kucatshangelwa ukuba khona kwezingane ezincane ezilalelini ze-Disney+, i-OpenAI kuzodingeka ukuthi isebenzise izinhlelo zokuhlunga ezinamandla, futhi i-Disney inelungelo lokukhetha konke okuqukethwe okungena ezinkundleni zayo.
Le nkampani iphinde ibambelele ngokuqinile ekumelaneni nokusetshenziswa okungagunyaziwe. Ngokuhambisana nokubambisana kwayo ne-OpenAI, ithumele izincwadi zokuyeka nokuyeka ezinkampanini ezifana I-Character.AI noma i-Google nguGeminiibasola ngokuphinda bakhiqize imisebenzi yabo enamalungelo okushicilela ukuze baqeqeshe futhi bondle izinsizakalo ze-AI ngaphandle kwemvume. Kwenye yalezi zincwadi, i-Disney ifika eqophelweni lokuchaza i-Gemini “njengomshini wokuthengisa obonakalayo” okwazi ukukhipha amakhophi omtapo wayo wezincwadi ngezinga elikhulu.
Konke lokhu kwenzeka esimweni esithile umthethonqubo usesezigabeni zawo zokuqala kakhulu Emkhakheni we-AI, kunezindawo ezibalulekile zomthetho ezingacacile mayelana nelungelo lobunikazi, umthwalo wemfanelo wokuqukethwe okuyinkinga, kanye nesimo esisemthethweni semisebenzi eyenziwe ngemodeli. I-Disney ne-OpenAI zifune ukuzibeka njengezibonelo zemikhuba emihle kakhulu, kodwa impikiswano ngempahla yobuhlakani, ukunikezwa kokudala, kanye nesinxephezelo esingaba khona sabasebenzisi nabaculi ayikapheli.
Izingozi kumkhiqizo, kubadali, kanye nolwazi lomsebenzisi
Ukunikeza izigidi zabantu amathuluzi okudala kuholela ekutheni Izingozi zokulinganisela kanye nedumelaI-Disney iqophe inkumbulo yayo kwezinye izinkundla lapho abalingiswa abajwayelekile begcine besesimweni esibi noma esingafanele lapho amasango ezikhukhula evuleka kakhulu, njengoba kwenzekile ekusebenzisaneni okuthile kwabadlali be-Fortnite ngezwi likaDarth Vader.
Ukuze kugwenywe imibukiso efanayo, inkampani kuzodingeka ihlanganise izihlungi ezizenzakalelayo, ukubuyekezwa kwabantu, kanye nemingcele yokudala kucace kakhulu. Lokhu kusho izindleko ezengeziwe kanye nezinselele zokukhulisa, ngoba noma yikuphi ukuphambuka okusabalala kungaba yinkinga yomhlaba wonke ngokushesha, ikakhulukazi uma umkhiqizo uhlotshaniswa nokuqukethwe okulungele umndeni.
Kusukela kochwepheshe, kukhona ukukhathazeka okusobala. Ngemva kweziteleka zababhali nabalingisi zango-2023, abaningi besaba ukuthi lezi zinhlelo zokudala abalandeli zingasetshenziswa ukwenza buthakathaka izivumelwano zabasebenziUkunikeza umsebenzi wokudala ngaphandle kwenkokhelo kanye nokweseka ukunciphisa kwamaqembu okubhala iskripthi, amabhodi ezindaba, noma ama-animation. Uma umphakathi "usebenza mahhala" ukhiqiza okuqukethwe, umbuzo uwukuthi yisiphi isikhala esisele somsebenzi okhokhelwayo.
Okungeziwe kulokhu ingozi yokuthi zizovela okuqukethwe okuhlekisayo, okugxekayo noma okuphambene nomngcele lapho abalingiswa bengena khona endaweni iDisney engathanda ukuyigwema, yize inkampani inamakhono obuchwepheshe okunciphisa okuningi kwalezo zivivinyo. Ukungezwani phakathi kwenkululeko yokudala nokulawula kwenkampani akunakugwenywa futhi kuzoba ngelinye lamaphuzu amakhulu okungqubuzana kulo modeli.
Ngaphezu kwalokho, akumelwe sikhohlwe umbono womphakathi. Amanye amalungu omphakathi ayawuncoma umqondo wokudlala ama-franchise awo ayintandokazi ngenxa ye-AI, kanti amanye abona lezi zinyathelo njengomzamo wokwenza lokho. isiko labalandeli elifanele futhi wenze imali ngohlobo lobuciko obelusebenza kahle kuze kube manje, njengezindaba zabalandeli, ama-mod emidlalo yevidiyo, noma okuthunyelwe ezinkundleni zokuxhumana.
Kungani iDisney yenza izinguquko manje: imakethe yokusakaza kanye nengcindezi yesizukulwane
Isinqumo sikaDisney asinakuqondwa ngaphandle kokubheka umongo walokhu ukusakaza okugcwele nokushintshashintshayoAmapulatifomu afana neNetflix, i-Amazon Prime Video, iMax, kanye nezinkundla zokuxhumana ngokwazo ziyancintisana ngesikhathi esifanayo sesikrini, njengoba kuboniswe yi-a isiqhathaniso esiqondileIntsha iyaqhubeka nokusebenzisa okuqukethwe okufushane, okusebenzisanayo, kanye nokwezenhlalo, futhi inikela amahora amaningi kokuhlangenwe nakho okufana nama-mod womdlalo we-Roblox, TikTok, noma i-Minecraft, lapho ukudala nokudlala kuhlangana khona.
I-Disney+ ingeze cishe kwikota edlule Ababhalisile abasha abayizigidi ezingu-3,8Kodwa inkampani iyazi ukuthi ukulayisha nje uchungechunge nama-movie akwanele. Intsha idla kakhulu okuqukethwe okufushane, okusebenzisanayo, nokwezenhlalo, futhi inikela amahora amaningi kokuhlangenwe nakho okufana nama-mod womdlalo we-Roblox, TikTok, noma i-Minecraft, lapho ukudala nokudlala kuhlangana khona.
Njengoba kunikezwe lesi simo, kunikeza abasebenzisi ithuba lokuthi bazakhela izindaba zabo ngaphakathi kwezindawo ezisemthethweni Kuyindlela yokwandisa ukuzibandakanya, ubude besikhathi seseshini esimaphakathi, kanye nokwethembeka komkhiqizo. Ngaphezu kwalokho, kuvula umnyango wamamodeli ebhizinisi lapho amapulatifomu okudala okuqukethwe angaba nezakhiwo zamanani ezihlukile uma kuqhathaniswa nalawo anikeza okuqukethwe okudliwayo.
Leli qhinga liphinde libe nesici sokuzivikela. Njengoba i-AI ekhiqizayo manje isikwazi ukulingisa izitayela ezibonakalayo nezilandisayo, noma yimuphi umsebenzisi angadala ividiyo enezinhlamvu ezifana neze-Disney, noma ngabe azisemthethweni. Ngokudala i- uhlaka olulawulwayo nolukhangayo lwabalandeliLe nkampani izama ukuhambisa lawo mandla kokuhlangenwe nakho okuvunyiwe, inciphisa isisusa sokusebenzisa amathuluzi angagunyaziwe.
Kukhona isibonelo esibalulekile emlandweni wezokuzijabulisa kwedijithali: i imiphakathi yokuguqula imidlalo yevidiyoImidlalo efana ne-DOOM kanye ne-Minecraft ikhule kakhulu ngenxa yokuqukethwe okudalwe ngabadlali, kwaze kwaba yilapho izinkampani eziningi zigcina zihlanganise ngokusemthethweni futhi zivuza abaguquli bezinhlelo. Kubonakala sengathi i-Disney ifuna ukuphinda ingxenye yaleso simo, kodwa ngesakhiwo selayisensi kanye nokuhlunga esivamile sesitudiyo esikhulu saseHollywood.
Ekugcineni, konke lokhu kuhamba kwenza i-Disney+ ibe ngaphezu nje kwesikhulumi sokusabalalisa: ifisa ukuba yi- uhlelo lokudala lapho ubuchwepheshe, idatha kanye nokuxoxa izindaba Zihlanganiswe ukuze zigcine abasebenzisi "besekhaya" isikhathi eside futhi zibe nezizathu eziningi zokuhlala inyanga nenyanga.
Uma uhlelo luhamba kahle, ipulatifomu ye-Mickey Mouse ingasuka ekubeni yindawo lapho izindaba ezisemthethweni zibukwa khona iye ekubeni yindawo lapho Izigidi zabantu zichaza kabusha, zandisa, futhi zenze kube ngokwakho Lezo zindaba ezine-AI. Kodwa-ke, uma kungahambi kahle, izinkinga zokulawula, izingxabano zomthetho, kanye nokwenqatshwa ngabadali abangochwepheshe kungenza lokhu kugembula kube yisithiyo esikhulu kumkhiqizo.
Isimo esivelela nge-Disney+, i-OpenAI, i-Sora, kanye nezici ezintsha ze-AI, noma kunjalo, siwukuhlolwa okukhulu okuzohlola imingcele phakathi kokusungula izinto ezintsha kwezobuchwepheshe, ilungelo lobunikazi, ubuhlakani obubambe iqhaza, kanye nomthwalo wemfanelo wenkampani, kanye nalapho ibhalansi phakathi Vikela ifa bese ulivumela lidlale nabalandeli balo Kuzoba uvivinyo lwangempela lwekusasa lokuzijabulisa kwedijithali.
