"Disney's $1B investment in OpenAI and its decision to license hundreds of characters into Sora marks a turning point that goes far beyond entertainment or media. We're entering a moment where brands are quietly losing visibility. Not because they stopped investing in marketing but because the internet itself is closing. Feeds are changing. Clicks are collapsing into conversation. AI agents are choosing for us. Discovery is getting intermediated. Brands are being excluded."
"For the last two decades, brand growth relied on open distribution: search results, social feeds, clicks, pages, impressions. It's taken an era to optimize traditional SEO, SEM, social and websites. That era, as we know it, is ending. In a world of AI-driven interfaces, users don't click across websites anymore. They start in AI and ask questions instead of searching. Browsing is replaced with conversation. There is no homepage and media is created with hyper-relevance based on your interests."
Disney invested $1B in OpenAI and licensed hundreds of characters into Sora, embedding proprietary IP into an AI platform. The internet is shifting toward closed, AI-driven interfaces where users converse with agents instead of clicking through websites. Traditional discovery channels like feeds, search, and impressions are losing effectiveness as AI intermediates choices and transactions remain inside platforms. Browsing is becoming conversation and media is created with hyper-relevance to individual interests. Brands that are not integrated into these systems risk being excluded. Integration and participation within platform infrastructure determine discoverability and ongoing brand utility.
Read at www.forbes.com
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