Disney Plus tries a new AI-powered search
Disney Plus is testing an AI-powered search feature that allows users to find content using natural language queries. This move aligns with a broader industry trend among streaming services to improve personalization through generative AI.
Why it matters
As streaming catalogs grow, AI-driven discovery tools are becoming essential for user retention and platform engagement.
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.”
[Image: Sorry this is grainy; I grabbed it from a GIF. 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]
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