迪士尼牽手OpenAI：AI娛樂「正版化」的開端

DoNews

2025/12/30

撰文 | 程書書編輯 | 李信馬題圖 | 豆包AI前不久，迪士尼與OpenAI共同宣佈了一項足以改寫娛樂產業與AI領域合作格局的資本協議：迪士尼將向OpenAI投資10億美元，並達成為期3年的內容授權合作。根據協議，合作圍繞三個核心維度展開：其一，OpenAI的Sora等工具獲授權使用迪士尼旗下漫威、皮克斯等品牌超過200個角色與場景，用於生成粉絲短視頻；其二，迪士尼將成為OpenAI的企業客戶，...

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豆包AI前不久，迪士尼與OpenAI共同宣佈了一項足以改寫娛樂產業與AI領域合作格局的資本協議：迪士尼將向OpenAI投資10億美元，並達成為期3年的內容授權合作。根據協議，合作圍繞三個核心維度展開：其一，OpenAI的Sora等工具獲授權使用迪士尼旗下漫威、皮克斯等品牌超過200個角色與場景，用於生成粉絲短視頻；其二，迪士尼將成為OpenAI的企業客户，利用其API開發內部工具並優化Disney+體驗；其三，迪士尼通過投資與OpenAI形成資本與戰略協同。預計從2026年初開始，用户將能通過Sora等產品，合法使用這些經典IP進行創作。這不僅是一次商業聯姻，更是好萊塢與生成式AI的關係首次公開發生「性質轉變」的標誌性事件。從昔日堅定的版權捍衞者，到如今主動開放IP賦能AI創作，迪士尼的轉身釋放出一個強烈信號：一場以「授權合規」為前提的AI娛樂「正版化」浪潮正在開啓。當AI不再遊走於灰色地帶，而是被納入主流內容生態，全球娛樂產業的創作規則、版權體系與商業模式，又將迎來怎樣一場系統性重構？01.迪士尼：從防禦到主動的AI戰略轉身此次迪士尼與OpenAI的合作之所以引發廣泛關注，恰恰源於其此前在AI版權問題上的強硬立場。2025年6月，迪士尼聯合環球影業對AI圖像生成平台Midjourney提起訴訟，被業界視為「好萊塢大廠首次捲入生成式AI法律糾紛」。在長達110頁的訴狀中，原告方指出，即便用户僅輸入「超級英雄戰鬥場景」等模糊指令，Midjourney仍能生成高度近似蜘蛛俠、雪寶等迪士尼核心IP形象的內容，構成「系統性抄襲」與「搭便車式侵權」。當時，迪士尼高級法務官員態度鮮明：「盜版就是盜版——由AI實施並不會減輕其侵權性質。」同年9月，迪士尼再度聯手環球影業與華納兄弟，將矛頭指向中國AI公司MiniMax，指控其產品「海螺AI」在未獲授權的情況下生成並商業化使用蜘蛛俠、小黃人等受版權保護的角色形象。就在宣佈與OpenAI達成深度合作的同一天，迪士尼還致函谷歌，要求其限制旗下AI系統在未經許可的情況下生成迪士尼IP內容。那麼，為何迪士尼會從堅定的「維權者」轉變為積極的「合作者」？又為何選擇OpenAI？根本原因在於：AI視頻生成技術已邁過關鍵臨界點。2025年底，全球主流視頻大模型普遍突破了早期「隨機抽卡」式的不可控階段，開始展現出介入專業影視生產流程的潛力：OpenAI的Sora實現了長達1分鐘以上視頻的主體一致性、物理規律模擬與音畫同步，顯著提升了敍事連貫性；Runway Gen-3與谷歌Veo有效緩解了長鏡頭中的「角色崩壞」問題；Vidu、海螺在「多主體交互」領域實現突破，能精準呈現角色間互動；阿里Wan 2.6版本內容一致性與大動作呈現上出穩定性，且有望開源降低應用門檻；快手可靈2.6版本攻克了大幅度肢體動作的物理規律難題，讓角色奔跑、打鬥時不再出現「滑步」或關節扭曲的人機感覺。技術的進步，使得AI視頻已初步具備了講故事的能力。面對這一不可逆的技術浪潮，迪士尼顯然意識到，單純依靠法律圍堵已難以為繼，與其被動防守，不如主動出擊。而選擇OpenAI，或許是雙方都有需求。對OpenAI而言，儘管ChatGPT自2022年底橫空出世後一直引領行業發展，但隨着谷歌不斷改進其Gemini模型，其領先地位正在被削弱。今年9月推出的Sora社交應用早期雖然註冊火爆，但用户留存狀況堪憂——據第三方數據平台Sensor Tower數據，其上線30天用户留存率僅1%，60天留存率已接近0%。在此背景下，與迪士尼的合作不僅帶來資本注入，更關鍵的是獲得了全球最頂級的IP資源授權，為Sora生態提供了高質量、合規的創作素材，顯著增強了其在與谷歌、Meta及中國AI公司競爭中的差異化優勢。圖源：硅谷風投機構a16z合夥人Olivia Moore在社交媒體上貼圖對迪士尼而言，傳統「重製作、重發行」的IP變現模式正面臨挑戰。隨着用户注意力持續向短視頻與互動內容遷移，生成式AI為其開闢了一條全新的IP激活路徑。正如CEO羅伯特·艾格在新聞稿中所言：「通過將迪士尼標誌性的故事與角色，與OpenAI的開創性技術相結合，我們能夠以前所未有的方式，將想象力直接傳遞給全球粉絲。」而此次合作中，迪士尼並非簡單的IP授權方，而是通過「IP授權方+技術用户+戰略投資者」的三重身份，深度嵌入了OpenAI的生態。作為IP授權方：開放200餘個核心角色用於模型訓練，同時在Disney+平台設立專區，展播經官方認證的用户生成衍生短視頻，將原本遊走灰色地帶的同人創作納入合規、可控、可變現的閉環體系；作為技術用户：接入OpenAI API，開發內部創作工具、優化流媒體體驗，並將大模型能力部署至內容生產與運營管理全流程；作為資本方：通過股權投資與OpenAI形成長期戰略協同，確保在AI內容生態的話語權。由此，迪士尼從被動的「版權保護者」，轉變為主動的「生態構建者」與「規則制定者」。02.全球娛樂產業業AI生態重構加速迪士尼與OpenAI的合作，或許意味着，娛樂產業與AI產業基於利益而重構的拐點到來。首先，OpenAI獲得迪士尼的行業背書與頂級IP注入，為AI公司的「數據正名」設立了標準線。過去，AI模型在未經明確授權的情況下使用受版權保護的內容進行訓練，一直處於法律與道德的灰色地帶。迪士尼此次以明確授權形式開放其IP資產庫，相當於為行業劃定了一條清晰的紅線：未來，主流AI模型若想涉足高價值的娛樂內容生成，證明其訓練數據的「清潔性」與「授權合規性」將變得至關重要。這或將迫使其他科技巨頭，如正在積極佈局AI視頻的谷歌（Veo）、Meta，以及Runway、Pika等獨立明星公司，加速尋求與內容版權方的正式授權合作，以避免潛在的法律風險並提升品牌信譽。版權競爭，或將成為AI視頻領域的下一輪核心戰場。與此同時，迪士尼的「三重身份」合作模式，也為其他傳統娛樂巨頭提供了可複製的戰略藍本。像華納兄弟探索（擁有DC、哈利·波特IP）、康卡斯特（旗下環球影業坐擁小黃人、侏羅紀世界）、派拉蒙全球等好萊塢巨頭，乃至流媒體王者Netflix（擁有龐大自制內容庫）等，都需重新評估自身的AI戰略。單純依靠法律訴訟已顯被動，而通過「IP授權+技術採購+資本紐帶」的方式深度綁定一家或多家AI技術公司，從而在未來的AI內容生態中搶佔規則制定權與流量入口，激發現有內容新活力，或將成為行業新方向。這也意味着，未來娛樂產業的話語權爭奪，將從傳統的影院排片、流媒體訂閲，延伸至AI模型的訓練數據源與創作工具層。類似的趨勢在中國市場也已顯現。2025年下半年以來，國內長視頻平台在AI領域的佈局，也已超越簡單的「降本增效」工具思維，轉向將其作為生態構建的重要抓手。比如愛奇藝已經展開了積極的探索與實踐，其AI技術的應用貫穿了多個關鍵環節，形成了系統性的落地成果。AI驅動的劇本工具——劇本工坊，能夠為創作團隊提供創作輔助；面向影像內容創作的AI平台影像工坊，可以服務於從角色形象到場景搭建的多種視覺創意需求。圖源：愛奇藝截圖此外還有「馬良」平台可以自動分析視頻內容，識別出視覺衝擊力強、劇情張力大的鏡頭並生成海報圖；AI平台「繆斯」可以基於長視頻內容自動完成剪輯、包裝，生成適合在站內外傳播的種草視頻；AI驅動的廣告平台「奇炬」，通過AI的加持，能有效提升廣告素材的生產效率，而且能讓廣告的匹配更精準；優化用户體驗方面，愛奇藝推出讓用户不錯過精彩劇情點的「跳看」和個人智能助手「桃豆」。騰訊視頻則已成立了專門的AI影視表達工作室和智能製作部門，明確了以AI輔助藝術家創作的核心方向，其多個重點項目中都已出現AI的身影，實現了技術與內容的初步融合。優酷依託阿里全棧大模型能力，推出AI衍生劇場、AI轉場時刻、AI主題篇章、AI寵粉動效、AI臻品特寫六大AI廣告產品，精準解決長視頻營銷中的效率痛點。同時，阿里千問上線的AI小劇場持續發力視頻生成能力，底層模型的不斷迭代，也為優酷後續的AI內容創作拓展了更多可能性。可見，從好萊塢到中國，AI已不再僅是提升效率的工具，而是正在重構娛樂產業的價值鏈、創作模式與生態規則。主動融入並塑造這場變革，已成為行業頭部玩家的共同選擇。","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"}}}