Disney Plus introduces an AI-driven search feature.

Disney is currently testing an innovative AI-driven tool for Disney Plus that allows users to generate a personalized row of show and movie recommendations through natural language searches, voice queries, or suggested prompts. While Disney Plus already offers recommendations based on your viewing habits, this new feature, described as “a limited beta experiment” for a select group of subscribers, aims to suggest content that is particularly relevant to the current moment.

This initiative is part of a larger trend among streaming platforms to enhance their recommendation systems using AI. For instance, Netflix has been experimenting with an OpenAI-powered conversational search tool and has integrated a voice search feature. Recently, Warner Bros. Discovery revealed that it is also testing a “conversational search experience” for HBO Max, while Peacock has introduced an AI version of Andy Cohen to narrate Bravo clips.

During a recent earnings call, Disney CEO Josh D’Amaro emphasized the company’s commitment to making Disney Plus the “digital centerpiece” of its operations, focusing on increased personalization, exclusivity, and subscriber benefits.

Additionally, Disney is rolling out an “AI-assisted” conversational search feature for ESPN, resembling a traditional AI chatbot. Currently in beta with a limited user group, ESPN Search allows users to pose questions and receive answers, statistics, and recommendations sourced from ESPN’s extensive sports knowledge database.