Disney Plus tests AI-powered search for content recommendations

Disney Plus is testing a new artificial intelligence-driven search tool designed to enhance content discovery on its platform. The tool allows users to request recommendations through natural language queries, voice commands, or suggested prompts, generating tailored rows of movies and TV shows.

Currently in a limited beta experiment with a small group of select subscribers, the feature diverges from typical viewing history-based recommendations. Instead, it focuses on suggesting content that aligns with the user's "moment" or current needs.

This initiative is part of Disney's broader strategy to integrate AI-powered recommendation tools. The goal is to assist users in navigating its extensive content libraries, thereby increasing engagement and satisfaction.

The technology is also being explored within Disney's other services, including ESPN, highlighting the company's commitment to AI. This development reflects a wider trend in the streaming industry as companies compete to offer increasingly personalized and efficient content discovery methods.