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 tries a new AI-powered search

The AI test generates a customized row of shows to help you find something to watch.

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.”

The feature is the latest in a broader push to offer AI-powered recommendation tools that help you find something to watch among massive catalogs of streaming content. Netflix started testing an OpenAI-powered conversational search tool last year and also has a native voice search feature. Last week, Warner Bros. Discovery announced it is experimenting with a “conversational search experience” for HBO Max as well. Peacock even recently added an AI Andy Cohen that narrates Bravo clips.

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.

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Disney Plus tries a new AI-powered search

Disney Plus tries a new AI-powered search

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