According to a Reuters report this week, Walt Disney is doubling down on its dedication to emerging XR technologies by creating a new group to focus on developing AR and AI solutions. The media giant has previously taken various small steps towards AR/VR/MR adoption and research, with the new dedication taking those steps forward.
Most recently, Walt Disney took a notable step in that direction, creating a new division, the Office of Technology Enablement, which will focus on developing the giant’s use of emerging technologies, including XR and the growing AI sector.
The Walt Disney Office of Technology Enablement group is led by the company’s [now ex] CTO Jamie Voris, who will help the firm understand how emerging technologies can help cement its foothold in the media industry, including film, television, and theme parks.
Moreover, Jamie Voris will now focus on his role within the Office of Technology Enablement, with Eddie Drake becoming Walt Disney’s new CTO. This shows a serious investment and focuses on using emerging XR and AI technologies, as seen with such a significant role taking a step back and transferring to the new group.
Alan Bergman, Disney Entertainment Co-Chairman, said:
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.
Walt Disney’s Office of Technology Enablement will aim to combine the real and digital worlds using AR and XR across various projects. A core leadership team leads the group currently with ambitions to rise as the Office of Technology Enablement will soon experience a headcount increase of roughly 100 employees.
The expectations for Disney-branded XR experiences seem high; however, similar animations fell short last year. In March 2023, Disney disbanded its 50-person metaverse division as part of a broader announcement highlighting plans to lay off 7,000 employees. The layoffs occurred only months after the firm launched a 2023 Web3 accelerator program to develop emerging technologies for its operations.
With the new Voris-led Office of Technology Enablement group, Walt Disney is re-investing into the XR space, most likely taking lessons learnt from its Metaverse division and taking on the emerging market with newfound knowledge.
Disney is no stranger to XR. Since 2022, the company has been involved in various XR initiatives to build start-ups and advance its own research and development in Disney-branded XR entertainment services.
In June 2022, Disney appointed Mark Bozon as Vice President of Next Generation Storytelling Creative Experiences to enhance first-party Metaverse content and services—reflecting the trends of that time.
Shortly thereafter, Disney launched the Web3 Accelerator program to incubate XR start-ups, collaborating with various companies and solutions, including Polygon Studios, Flickplay, Lockerverse, Inworld, Obess, and Red 6.
These hiring actions and the accelerator program were part of Disney’s strategy to capitalize on the growing interest in the Metaverse. In partnership with companies like Snap and Apple, Disney introduced augmented reality streaming and other XR content.
Did Disney Take the Next “Step” of VR Input?
Disney also made headlines earlier this year by introducing its Holotile breakthrough—a prototype device that functions as a VR input treadmill. This innovative technology enables multiple users to walk around a shared virtual environment without a controller.
Disney’s Holotile is an omnidirectional treadmill designed for users to stand and walk, translating their physical steps into movement input for XR applications and experiences. Unlike other omnidirectional treadmills on the market, Disney’s Holotile supports multiple users simultaneously, thanks to its non-invasive, modular, and expandable design.
Disney is developing this omnidirectional product for use in its theme park attractions. However, given Disney’s extensive reach, this technology could also find applications in other areas. The company has previously experimented with XR services at its theme parks to enhance customer engagement, marketing, and advertising efforts.
Disney Research, a group the firm uses to develop innovative emerging technologies, highlighted the device in a YouTube video. Disney Research Fellow and Imagineer Lanny Smoot showcased the device, “so I can walk on this omnidirectional floor, in any direction I want. It will automatically do whatever it needs to have me stay on the floor, and what’s about this is that multiple people can all be on it and all walking independently,” Smoot said.
