Disney CEO Bob Iger has joined the chorus of media and technology executives to comment on the potential of artificial intelligence to disrupt the market. As part of Disney's latest earnings briefing, Iger said advances to AI represent "some pretty interesting opportunities" for the company that could yield "substantial benefits" down the road. But there are concerns, too.

Iger said Disney is already using AI systems to create "some efficiencies" to help serve customers better, though he did not get into specifics. "Getting closer to the customer is something that is a real goal of ours, and we think that AI will provide some great opportunities to do that," he said.

At the same time, Iger admitted that AI will probably be a "highly disruptive" force, and one that could become "extremely difficult" to manage. Iger said there are real concerns about AI and its impact on "IP management."