Disney is expanding its use of AI within its streaming platforms, introducing new search tools that aim to personalise and simplify the process of finding entertainment and sports content, signalling a shift towards smarter, more intuitive viewer experiences.
Disney is widening its use of artificial intelligence inside its streaming business, testing new search tools for ESPN and Disney+ in the US as it looks for better ways to help subscribers find something to watch or read. According to The Next Web, the company has begun a limited beta of ESPN Search, which allows users to ask sports questions in everyday language and receive direct answers, statistics, related coverage and recommendations drawn from ESPN’s archives and internal data.
The Disney+ test takes a similar approach but is aimed at entertainment discovery rather than sports trivia. Subscribers can describe what they are in the mood for, using text, voice or suggested prompts, and the system will surface titles based on that request rather than relying only on past viewing habits. A user who wants something lighter, for example, can steer the service away from the shows it would normally prioritise and towards content that better fits the moment. The company has not set a public launch date for either feature.
Disney is also trialling what it calls Personal Intelligence, a feature that can use information from Gmail and Google Calendar to make answers more contextual. The Next Web reported that the tool could, for example, pull flight details from an inbox message and answer a question about arrival time without forcing the user to leave the app. The feature is switched off by default and is designed to remember previous conversations, so tasks such as trip planning can continue over time.
The move comes as streaming services try to reduce the friction that has long shaped viewing behaviour: too many choices and too little time. Disney is not alone in that effort. Amazon is rebuilding parts of Prime Video around AI-driven recommendations in a project called Lighthouse, while Netflix has used generative AI to address the discoverability problem created by its own large catalogue. Disney has already been experimenting with other discovery formats, including a vertical video feed called Verts and broader mobile-first navigation ideas, suggesting the company sees content discovery as a product problem as much as a catalogue problem. For now, the AI search tests are small, but they point to a wider shift in how media platforms expect people to find things.
Disclaimer: This content is intended for informational purposes only. Readers are advised to exercise their own judgement, conduct due diligence, or consult a qualified expert before acting on any information provided.
