In a landmark move that signals a definitive shift in how major media conglomerates approach artificial intelligence (AI), OpenAI has gone from the company that had unapproved Disney princesses being made from its tools to a $1 billion partnership with the house of mouse itself. Disney CEO Bob Iger unpacked the deal jointly with OpenAI CEO Sam Altman in a TV interview with CNBC’s Squawk on the Street, explaining “we’d rather participate in the rather dramatic growth, rather than just watching it happen and essentially being disrupted by it.” He also reframed the issue of how AI is reshaping entertainment, business, even work itself: “Someone once said to me that creativity is the new productivity, and I think you’re starting to see that more and more.”

The deal, which brings Disney’s inte

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