Disney is adding another layer to its AI and extended reality strategies. As first reported by Reuters, the company recently formed a dedicated emerging technologies unit. Dubbed the Office of Technology Enablement, the group will coordinate the company’s exploration, adoption and use of artificial intelligence, AR and VR tech.

It has tapped Jamie Voris, previously the CTO of its Studios Technology division, to oversee the effort. Before joining Disney in 2010, Voris was the chief technology officer at the National Football League. More recently, he led the development of the company’s Apple Vision Pro app. Voris will report to Alan Bergman, the co-chairman of Disney Entertainment. Reuters reports the company eventually plans to grow the group to about 100 employees.

“The pace and scope of advances in AI and XR are profound and will continue to impact consumer experiences, creative endeavors, and our business for years to come — making it critical that Disney explore the exciting opportunities and navigate the potential risks,” Bergman wrote in an email Disney shared with Engadget. “The creation of this new group underscores our dedication to doing that and to being a positive force in shaping responsible use and best practices.”

A Disney spokesperson told Engadget the Office of Technology Enablement won’t take over any existing AI and XR projects at the company. Instead, it will support Disney’s other teams, many of which are already working on products that involve those technologies, to ensure their work fits into the company’s broader strategic goals.

“It is about bringing added focus, alignment, and velocity to those efforts, and about reinforcing our commitment being a positive force in shaping responsible use and best practices,” the spokesperson said.

It’s safe to say Disney has probably navigated the last two decades of technological change better than most of Hollywood. For instance, the company’s use of the Unreal Engine in conjunction with a digital set known as The Volume has streamlined the production of VFX-heavy shows like The Mandalorian. With extended reality and AI in particular promising tidal changes to how humans work and play, it makes sense to add some additional oversight to how those technologies are used at the company.

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