Disney Plus trials AI-driven search for content recommendations

Disney has begun testing a new AI-powered tool for Disney Plus that lets subscribers search using natural language queries, voice commands, or suggested prompts. The result is a customized row of show and movie recommendations tailored to the request.

Unlike standard recommendations based on viewing history, this tool aims to surface content that fits the specific moment. The feature is currently a limited beta, available only to a small group of select subscribers.

Part of a broader industry shift

Disney's move follows a wider trend among streaming services to add AI-driven recommendation tools that help viewers navigate massive content libraries. Netflix began testing an OpenAI-powered conversational search tool last year and already offers a native voice search option. Warner Bros. Discovery recently announced it is experimenting with a conversational search experience for HBO Max, while Peacock introduced an AI version of Andy Cohen that narrates Bravo clips.

During this week's earnings call, Disney CEO Josh D'Amaro reaffirmed plans to position Disney Plus as the company's "digital centerpiece," emphasizing increased personalization, exclusivity, and subscriber benefits.

AI comes to ESPN as well

At the same time, Disney is piloting an AI-assisted conversational search experience for ESPN, called ESPN Search, currently in beta with a subset of users. The tool functions more like a traditional AI chatbot, letting users ask questions and receive answers, statistics, and recommendations drawn from ESPN's extensive sports knowledge base.