Disney tests AI search functionality to enhance content discovery experiences through natural language.

On August 6, Disney announced that its ESPN and Disney+ are testing AI-based search and content discovery features to help users find sports information and entertainment content more quickly through natural language descriptions of their needs. ESPN is testing the AI-assisted search feature "ESPN Search" among a select group of users. This feature allows users to ask sports-related questions in natural language and provides answers, related content, statistics, and recommendations based on ESPN's sports content and data ecosystem, with sources including ESPN articles, videos, research data, an internal knowledge base, and sports data systems. Meanwhile, Disney+ is conducting a small-scale test of an AI content discovery tool, where users can describe their current viewing needs through text, voice, or preset prompts, and the system will make recommendations based on users' current interests rather than relying solely on past viewing history.