Disney+ tests conversational AI to surface shows that match your mood

Disney is piloting an AI-driven discovery tool on Disney Plus that aims to recommend shows and films tailored to what viewers are in the mood to watch right now. Unlike the algorithm-based suggestions streamers typically serve, this feature lets you describe what you're looking for using plain language—via text search, voice input, or preset prompts—and generates a curated row of recommendations in response.

Limited Beta Testing#

The tool is currently available to a small subset of Disney Plus subscribers as part of a limited beta. The company frames it as an experiment in helping users navigate its vast content library more intuitively, moving beyond traditional recommendation systems that rely mainly on past viewing behavior.

Broader Industry Trend#

Disney is joining a wave of streaming platforms investing in conversational AI for content discovery. Netflix launched an OpenAI-powered search feature last year and already offers native voice search. Warner Bros. Discovery recently announced plans to test a "conversational search experience" on HBO Max, while Peacock went further, introducing an AI version of Andy Cohen that narrates clips from Bravo shows.

ESPN Gets Its Own Chatbot#

Disney's push extends beyond Disney Plus. The company is also beta-testing ESPN Search, a chatbot-style tool that lets sports fans ask questions and receive answers, statistics, and recommendations drawn from ESPN's sports database. This more traditional AI assistant approach complements the visual, mood-based discovery on Disney Plus.

Strategic Vision#

During a recent earnings call, CEO Josh D'Amaro emphasized plans to position Disney Plus as the company's "digital centerpiece" through "increased personalization, exclusivity, and benefits for subscribers." The AI tools represent a key part of that strategy.