Disney+ and ESPN are experimenting with AI-driven search functionality that allows users to express their desires in straightforward language.

Disney+ and ESPN are experimenting with AI-driven search functionality that allows users to express their desires in straightforward language.

      Disney is currently beta testing AI-driven search functionalities in both ESPN and Disney+, as announced on Wednesday. The ESPN Search allows a limited number of users to pose sports-related questions in natural language and receive answers, statistics, relevant content, and recommendations based on decades of ESPN's articles, videos, research data, and internal resources. In a different beta on Disney+, subscribers can express what they wish to watch in their own words, shifting from "I don't know what to watch" to receiving suggestions based on their immediate mood rather than just their viewing history.

      The Disney+ feature accepts natural language, voice inputs, or suggested prompts. For instance, a subscriber who typically enjoys crime dramas but is in the mood for something more lighthearted can communicate that, prompting the system to suggest suitable content. ESPN Search functions similarly; fans can inquire, for example, "who has the most rushing yards in a single playoff game," and receive an answer with relevant supporting information instead of just a list of links. Both features are currently in limited beta in the US, with no specific launch date disclosed.

      A significant addition is Personal Intelligence, which enables the AI to leverage context from a user’s Gmail and Google Calendar to customize responses. A subscriber with a flight to Vancouver in their email can ask about their landing time and receive information without leaving the app. This feature is disabled by default and also remembers past conversations, allowing for seamless trip planning. Amazon is also revamping Prime Video with AI recommendations in a project named Lighthouse, while Netflix is utilizing generative AI to address the issue of content overload within its catalog. Disney is now joining this competitive landscape.

      The competitive pressure is evident, as each major streaming service confronts the same challenge: viewers often spend excessive time choosing what to watch and may eventually give up. AI search that comprehends mood, context, and intent is the approach that all three companies are pursuing. Disney's implementation is currently in the nascent stages, limited to a small group of beta users without scalability insights. Its future availability to all subscribers will depend on the outcomes of the tests. At this point, the streaming wars have introduced a new battleground: determining who can assist viewers in making decisions the quickest.

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Disney+ and ESPN are experimenting with AI-driven search functionality that allows users to express their desires in straightforward language.

Disney+ and ESPN are currently in the beta phase of testing AI search. ESPN provides answers to sports queries using data accumulated over many years. Meanwhile, Disney+ suggests shows based on the viewer's mood rather than solely on their viewing history.