Disney+ Is Testing an AI Search That Picks Shows “for the Moment”

Disney+ is testing an AI-powered search that builds a personalised row of shows and movies from a natural-language query, a voice command or a suggested prompt.

Disney calls it “a limited beta experiment” in testing with “a small group of select subscribers,” and the aim, the company says, is content that “fits the moment.” The catalogue does not get bigger; the row just gets better at guessing.

How the Disney+ AI search works

The tool turns whatever you type, say or tap into a customised recommendation row. There is also ESPN Search, an “AI-assisted” conversational search in beta with a subset of users that answers questions and serves stats and recommendations “drawn from ESPN’s vast sports knowledge ecosystem.”

The push is company-wide. On this week’s earnings call, Disney CEO Josh D’Amaro called Disney+ the “digital centerpiece” of the business, promising “increased personalization, exclusivity, and benefits for subscribers.”

Disney is not the first streamer to try this. Netflix began testing an OpenAI-powered conversational search tool last year, Warner Bros. Discovery announced a “conversational search experience” for HBO Max last week, and Peacock has an AI Andy Cohen narrating Bravo clips. Whether the algorithm can tell a Tuesday from a sick day remains to be seen.

When will the Disney+ AI search reach the UAE?

There is no date for a wider rollout, and Disney has not said which markets the test covers. Disney+ UAE starts at AED 49.99 a month, and the AI row, when it eventually arrives, will sit on top of that. Disney has used AI closer to home already: it is using AI to design and stress-test Disneyland Abu Dhabi attractions.