Disney has appointed Karandeep Anand as its first chief technology officer, marking a significant shift toward technological integration. Anand, who previously led Character. AI, will report directly to CEO Josh D’Amaro.

His role involves unifying Disney’s sprawling businesses technologically and overseeing AI strategy. Under his leadership at Character. AI, sweeping safeguards were implemented to bar minors from open-ended chatbot conversations following a tragic lawsuit.

Disney faces pressure to embrace AI without alienating creative workers or family audiences. Anand brings extensive experience from Microsoft, where he helped build Azure, and Facebook, where he worked on advertising and payments. His hiring coincides with other executive moves, including Adam Smith becoming chairman of streaming and a content deal with TikTok.

Disney’s shares have declined amid investor concerns about growth in the declining traditional TV sector. The 103-year-old company aims to compete with tech-driven rivals like Netflix by enhancing its technological prowess. Anand, who grew up in India, emphasizes pushing the boundaries of AI.

His appointment signals Disney’s commitment to operating like a technology company amid industry-wide AI adoption.