The Walt Disney Company has launched a new unit, the Office of Technology Enablement, to oversee its integration of artificial intelligence (AI) and mixed reality (XR) across its diverse business areas, including film, television, and theme parks. This new division will be led by Jamie Voris, former Chief Technology Officer (CTO) of Disney's film studio and the driving force behind the development of Disney’s app for Apple’s Vision Pro mixed reality headset. Voris will report to Disney Entertainment Co-Chairman Alan Bergman.

Disney aims to harness fast-evolving technologies like AI and XR to enhance consumer experiences, drive creativity, and innovate within its business operations. Bergman emphasized that the creation of this unit underscores Disney’s commitment to exploring both the potential benefits and risks associated with these technologies. Unlike traditional centralized approaches, the Office of Technology Enablement will serve as a coordinating body, ensuring that various AI and XR initiatives align with Disney’s broader strategic goals without directly controlling individual projects.

The Office of Technology Enablement launches with a core leadership team and plans to expand to around 100 employees, according to a source close to the matter. The move follows Disney’s earlier decision to form a dedicated task force to investigate how AI might be applied throughout its entertainment empire. Disney is also actively pursuing expertise in augmented reality (AR), virtual reality (VR), and mixed reality (MR), each of which offers unique opportunities for innovation. AR overlays digital elements onto the physical world, VR immerses users in entirely simulated environments, and MR combines aspects of both, creating immersive, interactive experiences that blend physical and digital realms.

Several Disney divisions are already exploring applications for these technologies. Notably, Kyle Laughlin, a longtime Disney executive with experience in AR, VR, and AI, returned to the company in March as Senior Vice President of Research and Development for Walt Disney Imagineering, the creative team behind Disney’s theme park attractions. Laughlin’s return, after a brief departure to lead Amazon’s Alexa Gadgets division, highlights Disney’s focus on infusing cutting-edge technology into its renowned theme park experiences.

Disney’s interest in leveraging AI and XR also aligns with broader trends in the technology market, as companies like Meta and Snap have introduced a new generation of sleeker, lightweight AR glasses that offer a stylish alternative to bulkier VR headsets. Seven sources familiar with Disney’s strategy confirmed that the company is quietly building a team to explore how best to utilize these emerging technologies to create unique, immersive experiences in its theme parks and consumer products.

The augmented and virtual reality market has shown significant growth, with market research firm IDC reporting that approximately 1.7 million AR and VR headsets have been sold this year. Meta currently dominates the market with a 60.5% share but faces increasing competition from companies like Sony, Apple, and ByteDance. Additionally, Google has signaled intentions to reenter the AR/VR space, indicating that competition within the market is likely to intensify.

Disney’s focus on advanced technologies extends beyond hardware, encompassing AI applications as well. With AI-driven tools increasingly being integrated into creative workflows, Disney is actively examining how machine learning and other AI innovations can support its storytelling, animation, and interactive experiences. The new Office of Technology Enablement is tasked with coordinating these efforts, helping Disney not only to create innovative content but also to streamline operations across its multifaceted entertainment ecosystem.

As Disney leverages technology to enhance its offerings, the company is positioning itself at the forefront of a technological revolution that promises to reshape the entertainment landscape. With AI and mixed reality as central components of its future strategy, Disney is preparing to lead the way in delivering next-generation experiences to audiences around the world, both within its iconic theme parks and through digital platforms that bring Disney magic directly into consumers' homes.