Disney just announced that Disney+ will soon let subscribers create short AI-generated videos inside the app, think remixing scenes, custom clips with characters like Stitch or Elsa, and other “game-like features” built on generative AI. 

For social media users and brands, the first instinct is: “Omg content!”
The real question should be: “Can I actually use this content outside Disney+ without getting into copyright trouble?”

The short answer is that playing with the Disney+ tools in the app is mostly safe, but posting it online on social platforms risks legal consequences, especially if you are an influencer or a company.

What Is Disney+ Actually Doing With AI?

The tools in Disney+ let users ‘create’ and ‘consume’ short-form AI videos on the platform, alongside AI-driven ‘game-like features’. They allow you to pick characters or locations owned by Disney (Disney, Pixar, Marvel, etc.), and the system generates clips for you.

Are You Infringing Copyright Just by Using Disney+ AI?

Generally, no, using the AI tools inside Disney+ as intended is unlikely to be copyright infringement because [*]:

  1. Disney owns the IP to the characters and movies
  2. Disney is the one providing the AI system and licensing you a limited right to its use under the terms
  3. The licence will likely say you can use it on its platform for personal enjoyment

Hence, you’re unlikely to be sued for using the feature they provide

Where’s the Risk?

The real risk starts once you leave the app, when you download, screenshot or record the AI Disney+ generated clip and use it somewhere else, like Instagram or TikTok.

You are probably going beyond your allowed rights under the licence. While Disney+ has yet to release specific terms, based on how other platforms and Disney itself draft IP clauses, they probably include wording along the lines of:

  1. You have a limited licence
  2. You do not get a pass to:
    1. Use those clips for business purposes
    2. Use it outside Disney+’s own platform

Moreover, you’re making a derivative work of Disney IP. You cannot normally exploit a derivative work without the copyright owner’s permission, even if the creative script was from you. Lastly, third-party platforms such as TikTok, Instagram, YouTube, etc., all have policies requiring you to own or have rights to what you upload. So if Disney starts issuing takedowns, your clips could be removed, and your account could face warnings or strikes.

Conclusion

Using the Disney+ AI tools within the platform is not inherently infringing; that’s exactly how Disney intends users to engage with them.

However, if you’re an influencer or a business, and you plan to profit from the clips or images created using the Disney+ AI tools. For example, by using them in sponsored posts, ads, or branded content, you may be stepping outside the scope of the license and risk receiving a cease-and-desist letter or takedown from Disney.

If you’re unsure whether your planned use is safe, it’s better to:

  • Treat Disney+ AI content as a “for fun, in-app sandbox”, and
  • Use properly licensed assets or original content for your marketing and commercial campaigns.

If you have any questions about how this applies to your content or campaigns, feel free to contact us at Quality Oracle.