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

      Disney is currently testing AI-driven search functionalities for both ESPN and Disney+, as announced on Wednesday. The ESPN Search feature allows a select group of users to ask sports-related questions in natural language and receive answers, statistics, and content suggestions based on a vast archive of articles, videos, research, and internal data from ESPN. Meanwhile, Disney+ is conducting a separate beta that enables subscribers to express their viewing preferences in their own words, shifting away from the notion of “I don’t know what to watch” to receiving recommendations based on their current mood instead of just their viewing history.

      The Disney+ feature can process natural language, voice commands, or suggested prompts. For instance, a subscriber who generally enjoys crime dramas but seeks something more lighthearted can articulate this, and the system will provide suitable options reflecting that mood. Similarly, ESPN Search allows fans to pose queries like “who holds the record for the most rushing yards in a single playoff game” and receive relevant answers, accompanied by additional supporting content rather than just a list of links. Both features are currently in limited beta testing in the US, with no set launch date announced.

      A significant addition is the Personal Intelligence feature, which enables the AI to extract context from a user's Gmail and Google Calendar to deliver personalized responses. For example, a subscriber with a flight to Vancouver in their inbox can inquire about their landing time and receive an answer without leaving the app. This feature is turned off by default and also retains previous conversations, allowing users to continue trip planning without starting over. Amazon is also revamping Prime Video with AI recommendations through a project named Lighthouse, while Netflix is implementing generative AI to address the content overload created by its extensive catalog. Disney is now joining this competitive landscape.

      The competition is intense, as all major streaming platforms are grappling with the same issue: viewers often spend excessive time choosing what to watch and may abandon the search altogether. AI search capabilities that comprehend mood, context, and intent represent the strategy that all three companies are pursuing. Disney's implementation is at the earliest stage among the three, currently in beta with a limited audience and no available scale metrics yet. The future of these features reaching all subscribers will depend on the outcomes of the testing. As it stands, the streaming wars have introduced a new challenge: which platform can assist viewers in making decisions the quickest.