AI Magic in Motion

Reimagining Storytelling Through Technology

The Walt Disney Company has consistently been at the forefront of innovation, seamlessly blending storytelling with cutting-edge technology. But as the world becomes increasingly digital and technology-reliant, they have recognized the need to adapt their processes to match the changing industry.

Diane Jurgens, who served as Executive Vice President and Chief Information Officer, was at the helm of Disney's digital transformation. With a career spanning over thirty years in technology leadership roles across various industries, Jurgens brought a wealth of experience to Disney's multifaceted operations.

"Technology is an enabler for the company and doing our business," Jurgens emphasized, highlighting the integral role of technology in enhancing Disney's storytelling prowess.

Embracing Innovation in Film Production

One of the most notable advancements under Jurgens' leadership was the adoption of StageCraft, an integrated virtual production environment developed in collaboration with Industrial Light & Magic. This technology revolutionized traditional filmmaking by allowing real-time rendering of expansive virtual sets, providing actors and directors with immersive environments during production.

"With StageCraft, you have these physically constructed partial sets that allow the directors, actors, and the camera operators to position themselves accordingly," Jurgens explained. "Then you have a much more expansive virtual reality set with models from different cities, different countries, even different worlds, and shoot live to that."

This innovation enhanced the creative process and streamlined production workflows, exemplifying Disney's commitment to leveraging technology to enrich storytelling.

Enhancing Guest Experiences in Theme Parks

Beyond film production, Jurgens spearheaded initiatives to integrate technology into Disney's theme parks to create more immersive and personalized guest experiences. The introduction of MagicBand+, a wearable device equipped with RFID technology, allowed guests to interact with the park environment in novel ways.

"Little kids and 80-year-old grandpas, they're just thinking they have this magical thing on their arm that's doing haptics and lights and making statues talk," Jurgens recounted, illustrating the device's broad appeal.

Another significant development was the Genie+ service, an AI-powered tool that provided guests with personalized itineraries based on their preferences, optimizing their park experience. "Genie+ will recommend what’s best for your Disney day, and it adapts for you throughout the day while you're in the park," Jurgens noted.

These innovations underscored Disney's dedication to enhancing guest engagement through technology while preserving the magic of the park experience.

Fostering a Culture of Innovation

Recognizing that technological advancement is as much about people as it is about tools, Jurgens prioritized cultivating a culture of innovation within Disney's technology teams. She initiated the 2022 Innovation Challenge, encouraging team members to submit and develop ideas that could drive the company's technological evolution.

"We could go on, we could vote, and also ask questions," Jurgens described the participatory nature of the challenge. "After the voting, a cross-functional team got together and looked seriously at all the ideas for business value versus ease of use, cost, a bunch of dimensions."

This initiative empowered employees to contribute to Disney's innovation pipeline, fostered cross-functional collaboration, and created a sense of ownership over technological advancements.

Collaborating with Startups for Future Technologies

Under Jurgens' guidance, Disney also strengthened its engagement with the startup ecosystem through its Accelerator Program. This initiative aimed to identify and collaborate with emerging companies developing technologies aligned with Disney's strategic objectives.

"The accelerator program starts by vetting a large number of startups," Jurgens explained. "Our executive sponsors in different business units give them meaningful feedback on the applicability of their technology, but also some coaching and mentoring on how to work with large companies like Disney."

This collaborative approach facilitated the integration of innovative solutions into Disney's operations, exemplified by the launch of the Disney Music Emporium, a virtual experience developed through the program.

Prioritizing Customer-Centric Innovation

Central to Jurgens' strategy was a steadfast focus on customer-centric innovation. She emphasized the importance of aligning technological initiatives to enhance the customer experience.

This storytelling philosophy also extended to internal operations, with efforts to improve the employee experience through technology, recognizing that empowered employees are integral to delivering exceptional customer experiences.

Looking Ahead

Diane Jurgens' tenure as CIO of The Walt Disney Company was marked by a transformative approach to integrating technology into the fabric of Disney's storytelling and guest experiences. Through initiatives in virtual production, theme park innovations, internal culture development, and external collaborations, Jurgens exemplified how technology can be harnessed to enhance and extend the magic that defines Disney.

Her leadership is a testament to the power of aligning technological advancement with a clear vision centered on storytelling and customer delight, ensuring that Disney continues to enchant audiences in an increasingly digital world.