Disney is testing a new AI-powered search tool for Disney Plus that uses a natural language search, voice query, or a suggested prompt to generate a customised row of show and movie recommendations. The company says the tool, described as a 'limited beta experiment', goes beyond traditional recommendation algorithms that use viewing history to suggest content.
π The Backstory
Streaming services have long relied on recommendation algorithms based on viewing history to suggest content, but have been exploring generative AI to improve discovery and personalisation. Disney's test builds on its broader investment in AI tools for Disney Plus and its sports streaming platform ESPN. The move comes as streaming platforms compete to keep subscribers engaged with their content libraries.
π― Why It Matters
The AI-powered search represents a shift in how streaming platforms help users navigate increasingly large content libraries, moving from passive algorithms to conversational discovery. It is part of a wider industry embrace of generative AI by major media companies, with implications for both viewer experience and the competitive dynamics of the streaming market.
Disney is testing a new AI-powered search tool for Disney Plus that uses a natural language search, voice query, or a suggested prompt to generate a customised row of show and movie recommendations. The company says the tool, described as a 'limited beta experiment', goes beyond traditional recommendation algorithms that use viewing history to suggest content.
Streaming services have long relied on recommendation algorithms based on viewing history to suggest content, but have been exploring generative AI to improve discovery and personalisation. Disney's test builds on its broader investment in AI tools for Disney Plus and its sports streaming platform ESPN. The move comes as streaming platforms compete to keep subscribers engaged with their content libraries.
The AI-powered search represents a shift in how streaming platforms help users navigate increasingly large content libraries, moving from passive algorithms to conversational discovery. It is part of a wider industry embrace of generative AI by major media companies, with implications for both viewer experience and the competitive dynamics of the streaming market.