迪士尼牵手OpenAI：AI娱乐“正版化”的开端_老虎社区_美港股上老虎

迪士尼牵手OpenAI：AI娱乐“正版化”的开端

DoNews2025-12-30

撰文 | 程书书编辑 | 李信马题图 | 豆包AI前不久，迪士尼与OpenAI共同宣布了一项足以改写娱乐产业与AI领域合作格局的资本协议：迪士尼将向OpenAI投资10亿美元，并达成为期3年的内容授权合作。根据协议，合作围绕三个核心维度展开：其一，OpenAI的Sora等工具获授权使用迪士尼旗下漫威、皮克斯等品牌超过200个角色与场景，用于生成粉丝短视频；其二，迪士尼将成为OpenAI的企业客户，...

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豆包AI前不久，迪士尼与OpenAI共同宣布了一项足以改写娱乐产业与AI领域合作格局的资本协议：迪士尼将向OpenAI投资10亿美元，并达成为期3年的内容授权合作。根据协议，合作围绕三个核心维度展开：其一，OpenAI的Sora等工具获授权使用迪士尼旗下漫威、皮克斯等品牌超过200个角色与场景，用于生成粉丝短视频；其二，迪士尼将成为OpenAI的企业客户，利用其API开发内部工具并优化Disney+体验；其三，迪士尼通过投资与OpenAI形成资本与战略协同。预计从2026年初开始，用户将能通过Sora等产品，合法使用这些经典IP进行创作。这不仅是一次商业联姻，更是好莱坞与生成式AI的关系首次公开发生“性质转变”的标志性事件。从昔日坚定的版权捍卫者，到如今主动开放IP赋能AI创作，迪士尼的转身释放出一个强烈信号：一场以“授权合规”为前提的AI娱乐“正版化”浪潮正在开启。当AI不再游走于灰色地带，而是被纳入主流内容生态，全球娱乐产业的创作规则、版权体系与商业模式，又将迎来怎样一场系统性重构？01.迪士尼：从防御到主动的AI战略转身此次迪士尼与OpenAI的合作之所以引发广泛关注，恰恰源于其此前在AI版权问题上的强硬立场。2025年6月，迪士尼联合环球影业对AI图像生成平台Midjourney提起诉讼，被业界视为“好莱坞大厂首次卷入生成式AI法律纠纷”。在长达110页的诉状中，原告方指出，即便用户仅输入“超级英雄战斗场景”等模糊指令，Midjourney仍能生成高度近似蜘蛛侠、雪宝等迪士尼核心IP形象的内容，构成“系统性抄袭”与“搭便车式侵权”。当时，迪士尼高级法务官员态度鲜明：“盗版就是盗版——由AI实施并不会减轻其侵权性质。”同年9月，迪士尼再度联手环球影业与华纳兄弟，将矛头指向中国AI公司MiniMax，指控其产品“海螺AI”在未获授权的情况下生成并商业化使用蜘蛛侠、小黄人等受版权保护的角色形象。就在宣布与OpenAI达成深度合作的同一天，迪士尼还致函谷歌，要求其限制旗下AI系统在未经许可的情况下生成迪士尼IP内容。那么，为何迪士尼会从坚定的“维权者”转变为积极的“合作者”？又为何选择OpenAI？根本原因在于：AI视频生成技术已迈过关键临界点。2025年底，全球主流视频大模型普遍突破了早期“随机抽卡”式的不可控阶段，开始展现出介入专业影视生产流程的潜力：OpenAI的Sora实现了长达1分钟以上视频的主体一致性、物理规律模拟与音画同步，显著提升了叙事连贯性；Runway Gen-3与谷歌Veo有效缓解了长镜头中的“角色崩坏”问题；Vidu、海螺在“多主体交互”领域实现突破，能精准呈现角色间互动；阿里Wan 2.6版本内容一致性与大动作呈现上出稳定性，且有望开源降低应用门槛；快手可灵2.6版本攻克了大幅度肢体动作的物理规律难题，让角色奔跑、打斗时不再出现“滑步”或关节扭曲的人机感觉。技术的进步，使得AI视频已初步具备了讲故事的能力。面对这一不可逆的技术浪潮，迪士尼显然意识到，单纯依靠法律围堵已难以为继，与其被动防守，不如主动出击。而选择OpenAI，或许是双方都有需求。对OpenAI而言，尽管ChatGPT自2022年底横空出世后一直引领行业发展，但随着谷歌不断改进其Gemini模型，其领先地位正在被削弱。今年9月推出的Sora社交应用早期虽然注册火爆，但用户留存状况堪忧——据第三方数据平台Sensor Tower数据，其上线30天用户留存率仅1%，60天留存率已接近0%。在此背景下，与迪士尼的合作不仅带来资本注入，更关键的是获得了全球最顶级的IP资源授权，为Sora生态提供了高质量、合规的创作素材，显著增强了其在与谷歌、Meta及中国AI公司竞争中的差异化优势。图源：硅谷风投机构a16z合伙人Olivia Moore在社交媒体上贴图对迪士尼而言，传统“重制作、重发行”的IP变现模式正面临挑战。随着用户注意力持续向短视频与互动内容迁移，生成式AI为其开辟了一条全新的IP激活路径。正如CEO罗伯特·艾格在新闻稿中所言：“通过将迪士尼标志性的故事与角色，与OpenAI的开创性技术相结合，我们能够以前所未有的方式，将想象力直接传递给全球粉丝。”而此次合作中，迪士尼并非简单的IP授权方，而是通过“IP授权方+技术用户+战略投资者”的三重身份，深度嵌入了OpenAI的生态。作为IP授权方：开放200余个核心角色用于模型训练，同时在Disney+平台设立专区，展播经官方认证的用户生成衍生短视频，将原本游走灰色地带的同人创作纳入合规、可控、可变现的闭环体系；作为技术用户：接入OpenAI API，开发内部创作工具、优化流媒体体验，并将大模型能力部署至内容生产与运营管理全流程；作为资本方：通过股权投资与OpenAI形成长期战略协同，确保在AI内容生态的话语权。由此，迪士尼从被动的“版权保护者”，转变为主动的“生态构建者”与“规则制定者”。02.全球娱乐产业业AI生态重构加速迪士尼与OpenAI的合作，或许意味着，娱乐产业与AI产业基于利益而重构的拐点到来。首先，OpenAI获得迪士尼的行业背书与顶级IP注入，为AI公司的“数据正名”设立了标准线。过去，AI模型在未经明确授权的情况下使用受版权保护的内容进行训练，一直处于法律与道德的灰色地带。迪士尼此次以明确授权形式开放其IP资产库，相当于为行业划定了一条清晰的红线：未来，主流AI模型若想涉足高价值的娱乐内容生成，证明其训练数据的“清洁性”与“授权合规性”将变得至关重要。这或将迫使其他科技巨头，如正在积极布局AI视频的谷歌（Veo）、Meta，以及Runway、Pika等独立明星公司，加速寻求与内容版权方的正式授权合作，以避免潜在的法律风险并提升品牌信誉。版权竞争，或将成为AI视频领域的下一轮核心战场。与此同时，迪士尼的“三重身份”合作模式，也为其他传统娱乐巨头提供了可复制的战略蓝本。像华纳兄弟探索（拥有DC、哈利·波特IP）、康卡斯特（旗下环球影业坐拥小黄人、侏罗纪世界）、派拉蒙全球等好莱坞巨头，乃至流媒体王者Netflix（拥有庞大自制内容库）等，都需重新评估自身的AI战略。单纯依靠法律诉讼已显被动，而通过“IP授权+技术采购+资本纽带”的方式深度绑定一家或多家AI技术公司，从而在未来的AI内容生态中抢占规则制定权与流量入口，激发现有内容新活力，或将成为行业新方向。这也意味着，未来娱乐产业的话语权争夺，将从传统的影院排片、流媒体订阅，延伸至AI模型的训练数据源与创作工具层。类似的趋势在中国市场也已显现。2025年下半年以来，国内长视频平台在AI领域的布局，也已超越简单的“降本增效”工具思维，转向将其作为生态构建的重要抓手。比如爱奇艺已经展开了积极的探索与实践，其AI技术的应用贯穿了多个关键环节，形成了系统性的落地成果。AI驱动的剧本工具——剧本工坊，能够为创作团队提供创作辅助；面向影像内容创作的AI平台影像工坊，可以服务于从角色形象到场景搭建的多种视觉创意需求。图源：爱奇艺截图此外还有“马良”平台可以自动分析视频内容，识别出视觉冲击力强、剧情张力大的镜头并生成海报图；AI平台“缪斯”可以基于长视频内容自动完成剪辑、包装，生成适合在站内外传播的种草视频；AI驱动的广告平台“奇炬”，通过AI的加持，能有效提升广告素材的生产效率，而且能让广告的匹配更精准；优化用户体验方面，爱奇艺推出让用户不错过精彩剧情点的“跳看”和个人智能助手“桃豆”。腾讯视频则已成立了专门的AI影视表达工作室和智能制作部门，明确了以AI辅助艺术家创作的核心方向，其多个重点项目中都已出现AI的身影，实现了技术与内容的初步融合。优酷依托阿里全栈大模型能力，推出AI衍生剧场、AI转场时刻、AI主题篇章、AI宠粉动效、AI臻品特写六大AI广告产品，精准解决长视频营销中的效率痛点。同时，阿里千问上线的AI小剧场持续发力视频生成能力，底层模型的不断迭代，也为优酷后续的AI内容创作拓展了更多可能性。可见，从好莱坞到中国，AI已不再仅是提升效率的工具，而是正在重构娱乐产业的价值链、创作模式与生态规则。主动融入并塑造这场变革，已成为行业头部玩家的共同选择。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-2","news_tag":"corporation","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}