Walt Disney has set up a new division called the Office of Technology Enablement, which is charged with innovation and integration of emerging technologies such as AI and XR in its entertainment ecosystem.

The unit will focus on these developments in Disney’s rich operating sectors in film and movie distribution, television, and theme parks. To lead this new office, Disney has tapped Jamie Voris, who had helped develop Disney’s app for Apple’s new mixed reality headset, Vision Pro.

This move once again points out Disney’s efforts to be among the major players in pioneering technological innovation. It is with AI and XR, with their promise of revolutionizing consumer experiences and creative processes, that the company seeks not only to explore the risks posed by these technologies but also how to cushion these risks.

Disney Entertainment Co-Chairman Alan Bergman said that the technologies will significantly affect the companies’ businesses as well as the content creation and they will continue to lead Disney at the cutting edge of the entertainment industry.