Disney Plus tries a new AI-powered search

Disney is testing a new AI-powered tool for Disney Plus that uses a natural language search, a voice query, or a suggested prompt to create a customized row of show and movie recommendations.

Disney Plus, like other streaming services, can recommend shows to watch based on your viewing history. But the company says this new tool, which is “a limited beta experiment” that’s in testing with a “small group of select subscribers,” is intended to recommend content that “fits the moment.”

In an earnings call this week, Disney CEO Josh D’Amaro doubled down on plans to make Disney Plus the “digital centerpiece” of the company with “increased personalization, exclusivity, and benefits for subscribers.”

Disney is also introducing an “AI-assisted” conversational search experience for ESPN that looks more like a traditional AI chatbot. ESPN Search, which is in beta with a “subset” of users, lets users ask questions and get answers, stats, and recommendations “drawn from ESPN’s vast sports knowledge ecosystem,” the company says.