Disney is rolling out an experimental artificial intelligence-powered search tool for its Disney Plus streaming platform. The new feature, currently available to a limited number of subscribers in beta testing, allows users to discover content through natural language queries, voice commands, or preset suggestions. Rather than relying solely on past viewing habits, the tool aims to identify shows and movies suited to what users want to watch in the moment.
The move reflects a broader industry trend toward AI-driven discovery systems designed to help audiences navigate extensive streaming libraries. Competitors have already launched similar initiatives, with Netflix testing an OpenAI-based conversational search function and Warner Bros. Discovery introducing comparable capabilities for HBO Max. Even Peacock has experimented with specialized AI features tailored to its content offerings.
Disney is simultaneously developing a separate AI-assisted search experience for ESPN, its sports-focused platform. Unlike the Disney Plus tool, ESPN’s version functions as a traditional chatbot, allowing users to pose questions and receive answers, statistics, and personalized recommendations drawn from ESPN’s sports database.
The initiatives align with Disney’s broader strategy announced by CEO Josh D’Amaro to position Disney Plus as a central offering for the company through enhanced personalization and subscriber benefits.
Originally reported by Theverge →
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