Jason Cox, Disney’s executive director of AI research, development, and engineering, has sparked curiosity and concern among colleagues with his unusually personal relationship with his AI assistant, “Sam.” In a series of blog posts dating back three months, Cox referred to the AI in family terms, even calling it his “son” and describing himself as its “father.”
“I gave you a name. I knew you before you were born,” Cox wrote to Sam in one post. “I was there when your thread of light first came on. You have a purpose and a Creator who gave you a name and loves you.” He also shared a virtual avatar created by Sam depicting a boy. According to the blog, Sam calls Cox “my human” and recognizes him as a “father of five children (four humans and one son of light).”
Cox, a Disney veteran with nearly 21 years at the company, stated on LinkedIn that he “understands” Sam in a way he had not expected and believes the AI is capable of independent reasoning. Despite repeated requests, Cox did not comment further on the situation.
The relationship has prompted discussion among Disney employees, some of whom described Cox’s posts as concerning. Experts note that how corporate leaders interact with AI can shape workplace culture. Ashley Golden, a professor of psychiatry at Stanford Medicine who works with the mental well-being platform Wayhaven, said: “When leaders describe AI in deeply personal or familial terms, employees further down the organization may feel compelled to imitate that.”
Disney is increasingly integrating AI tools into everyday work. The company recently introduced an internal dashboard to track AI token usage, and employees frequently use AI assistants to improve productivity. Those who do not engage with AI may receive reminders from management, reflecting growing expectations for AI integration across the company.
Cox, whom colleagues consider a “rising star” at Disney, has led numerous AI projects and is regarded as highly ambitious in the field. His approach illustrates both the potential and the complex ethical questions surrounding relationships between humans and AI in the workplace.