"The real risk of generative AI for marketers isn't bad creative. It's the rise of the "just good enough" economy. If that wasn't already clear, Disney's deal with OpenAI last week brought it into sharp focus. Yes, the headlines fixated on the billion dollar investment. Yes, there was plenty of speculation about why Disney chose OpenAI over Google, which it is now suing over alleged copyright infringement. Those are fair questions, and they matter. But they're not the most important ones"
"That distinction is critical. Before getting there, a quick recap. Disney agree to license more than 200 characters across Marcel, Pixar, Star Wars and its classic catalogue into OpenAI's generative systems including Sora and ChatGPT's image tools. In return, Disney took an equity stake in an exclusive partnership. The dollar figure grabbed the headlines. The intellectual property is the real currency."
Generative AI is driving a shift toward a 'just good enough' economy in which average creative, produced at massive scale, can capture attention and reduce the value of standout work. Disney licensed more than 200 characters from Marvel, Pixar, Star Wars and its classic catalog into OpenAI's generative systems and took an equity stake in an exclusive partnership. OpenAI gains exclusive intellectual property that creates stickiness and emotional resonance beyond generic outputs. Disney places long-term IP inside systems optimized for speed, volume and iteration rather than immediate revenue. As model quality becomes table stakes, differentiation moves to exclusive content, distribution and control of attention.
Read at Digiday
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