Disney+ and ESPN are experimenting with AI-driven search functionality that allows users to articulate their desires using everyday language.

      Disney is currently piloting AI-driven search features within both ESPN and Disney+, as announced on Wednesday. The ESPN Search allows a selected group of users to pose sports-related questions in natural language and receive answers, statistics, related content, and recommendations based on extensive archives of ESPN’s articles, videos, research data, and internal resources. Meanwhile, Disney+ offers a separate beta feature that enables subscribers to express what they wish to watch in their own words, shifting from “I don’t know what to watch” to suggestions based on their current mood instead of just their viewing history.

      The Disney+ feature supports natural language input, voice commands, or suggested prompts. A subscriber typically inclined towards crime dramas can indicate a desire for something more lighthearted, and the system will provide relevant content for the moment rather than following viewing habits. Similarly, ESPN Search allows users to ask questions such as “who has the most rushing yards in a single playoff game” and receive an answer along with supporting information instead of just a list of links. Both functions are currently in limited beta testing in the US, with no specific release date announced.

      A particularly significant addition is Personal Intelligence, which enables the AI to gather context from a user’s Gmail and Google Calendar for tailored responses. For instance, a subscriber with a flight to Vancouver in their inbox can inquire about their landing time and receive an answer within the application. This feature is turned off by default. Additionally, it maintains a record of past conversations, allowing for trip planning to be resumed seamlessly. Amazon is also revamping Prime Video with AI-based recommendations in a project named Lighthouse, while Netflix is leveraging generative AI to address the content overload from its catalog. Disney is now entering this competitive arena.

      The competition is intense. Every major streaming service is confronting the same issue: viewers often spend excessive time deciding what to watch, and sometimes they abandon the search altogether. AI search that comprehends mood, context, and intent is the strategy that all three companies are pursuing. Disney’s implementation is the most preliminary of the three, existing as a beta for a limited user base without scalability data. Its future availability to all subscribers will depend on the outcomes of the tests conducted. For now, the streaming wars are entering a new phase: the race to assist viewers in deciding quickly.