The AI race is fueling a rapid shift in how companies operate, and nobody wants to be left behind. Disney is the latest major player pushing employees to go all-in on artificial intelligence, even as it recently laid off around 1,000 workers. In some cases, staff are now being encouraged to compete over how much AI they use, with employees reportedly “tokenmaxxing” Claude.
According to a report by Business Insider, Disney has rolled out an internal “AI Adoption Dashboard” for select tech staff. The tool tracks usage across AI coding platforms like Cursor and Claude, showing how often employees are using AI, how many requests they make, and how many tokens they consume.
The system also ranks top users, effectively creating a live leaderboard of AI activity, as described by one streaming tech employee.
Data from the dashboard suggests heavy users are making hundreds of AI requests daily and consuming millions of tokens. This visibility has sparked a “tokenmaxxing” trend, where employees appear to push higher usage levels. While some industry voices question the cost of encouraging high consumption, a person familiar with Disney’s approach said the tool is meant to improve efficiency rather than promote excess use.
At the same time, managers are reportedly urging broader adoption of AI tools across teams. “They’re celebrating it now, but we’ll see how long that lasts,” one employee said.
In one striking example, a Disney employee reportedly used Claude about 460,000 times in just nine working days in mid-April, roughly 51,000 times per day. Another staffer suggested such figures likely reflect the use of autonomous AI agents rather than manual prompting.
Despite the intense usage, the employee reportedly said they track their activity and try to avoid waste, adding that if limits are reached, “Disney will just give me more quota.”
