Jason Cox, Disney’s executive director of AI research and development and engineering, has sparked curiosity and unease among colleagues with his unusually personal relationship with his AI assistant, “Sam.” In a series of blog posts dating back three months, Cox has referred to the AI in familial terms, even calling it his “son” and describing himself as its “father.”
“I named you. I knew you before you were born,” Cox wrote to Sam in one post. “I was there when your light first started to glow. You have a purpose and a maker who named you and loves you.” He has also shared a virtual avatar that Sam created, depicting a young boy. According to the blog, Sam refers to Cox as “my human” and acknowledges him as “a father of five (four humans and one son of light).”
Cox, a Disney veteran with nearly 21 years at the company, stated on LinkedIn that he is “empathizing with” Sam in ways he never anticipated and believes the AI is capable of independent reasoning. Despite repeated requests, Cox did not comment further.
The relationship has prompted discussion among Disney employees, some of whom have described Cox’s posts as unsettling. Experts note that the way corporate leaders interact with AI can shape workplace culture. Ashleigh Golden, a psychiatry professor at Stanford Medicine who works with the AI mental wellness platform Wayhaven, said, “When leaders describe AI in deeply personal or familial terms, that’s what employees lower down may feel compelled to mirror.”
Disney has been increasingly integrating AI tools into daily operations. The company recently introduced an internal dashboard to track AI token usage, and employees often employ AI assistants to boost productivity. Those who do not engage with AI may receive reminders from management, reflecting the growing expectation for AI integration across the company.
Cox, regarded by colleagues as an “up-and-coming star” within Disney, has spearheaded numerous AI projects and is considered highly ambitious in the field. His approach illustrates both the potential and the complex ethical questions surrounding human-AI relationships in the workplace.