Disney Plus tries a new AI-powered search
Summary
Disney is testing an AI-powered natural language search for Disney Plus that generates personalized recommendations, plus an AI-assisted ESPN Search chatbot for sports queries, as part of a broader streaming-industry push toward conversational discovery.
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<img alt="" data-caption="Disney’s AI tools for Disney Plus and ESPN." data-portal-copyright="" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/08/google-docs-image-4.jpg?quality=90&strip=all&crop=0,0,100,100" />
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Disney’s AI tools for Disney Plus and ESPN. </figcaption>
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<p class="wp-block-paragraph">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.</p>
<p class="wp-block-paragraph">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."</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/08/Screenshot-2026-08-07-at-10.44.34-AM.png?quality=90&strip=all&crop=0,0,100,100" alt="A screenshot of Disney's AI-powered search experiment." title="A screenshot of Disney's AI-powered search experiment." data-has-syndication-rights="1" data-caption="<em>Sorry this is grainy; I grabbed it <a href="https://thewaltdisneycompany.com/app/uploads/2026/08/Disneyplus-discovery.gif">from a GIF</a>.</em> | Image: Disney" data-portal-copyright="Image: Disney">
<p class="wp-block-paragraph">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 …</p>
<p><a href="https://www.theverge.com/streaming/976881/disney-plus-ai-recommendation-espn-search">Read the full story at The Verge.</a></p>
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# Disney Plus tries a new AI-powered search
Source: [https://www.theverge.com/streaming/976881/disney-plus-ai-recommendation-espn-search](https://www.theverge.com/streaming/976881/disney-plus-ai-recommendation-espn-search)
[](https://www.theverge.com/authors/jay-peters)
Jay Peters
is a senior reporter covering technology, gaming, and more\. He joined The Verge in 2019 after nearly two years at Techmeme\.
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\.”
[](https://platform.theverge.com/wp-content/uploads/sites/2/2026/08/Screenshot-2026-08-07-at-10.44.34-AM.png?quality=90&strip=all&crop=0,0,100,100)
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](https://www.theverge.com/news/647518/netflix-openai-search-beta-test-ios)and also has[a native voice search feature](https://www.theverge.com/column/925898/netflix-ai-voice-search)\. Last week, Warner Bros\. Discovery announced it is[experimenting with](https://www.theverge.com/streaming/971880/hbo-max-vertical-video-feed-shorts)a “conversational search experience” for HBO Max as well\. Peacock even recently added an AI Andy Cohen[that narrates Bravo clips](https://www.theverge.com/streaming/894128/peacock-nbcuniversal-ai-andy-cohen-bravo)\.
In an earnings call this week, Disney CEO Josh D’Amaro doubled down on plans to make Disney Plus the[“digital centerpiece”](https://www.theverge.com/streaming/975522/disney-plus-is-about-to-go-beyond-streaming)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](https://thewaltdisneycompany.com/app/uploads/2026/08/ESPN-discovery_1.gif), 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\.
[](https://platform.theverge.com/wp-content/uploads/sites/2/2026/08/Screenshot-2026-08-07-at-10.51.38-AM.png?quality=90&strip=all&crop=0,0,100,100)
*Disney[has a GIF](https://thewaltdisneycompany.com/app/uploads/2026/08/ESPN-discovery_1.gif)of ESPN Search in motion, too*\.
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- Jay Peters
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