Disney Plus is testing a new AI feature that recommends personalised films and series using natural-language search, voice queries and recommendation prompts. The Verge reported on Aug. 7 that the feature is offered as a limited beta for selected subscribers.

Disney Plus has recommended content based on viewing history. The new feature focuses on finding titles that fit the situation at the moment rather than viewing history. Disney explained that the tool is designed to recommend content that fits "that moment".

Users can search in natural language or ask questions by voice. It also supports starting discovery by tapping recommendation prompts. The service then rebuilds and shows new rows of recommended films and series tailored to the request.

Across the streaming industry, moves are active to introduce AI search and recommendation features to help users find something to watch in vast content libraries. Netflix tested a conversational search tool based on OpenAI last year and also runs its own voice search feature. Warner Bros Discovery said last week it is testing a conversational search feature on HBO Max. Peacock recently added an AI Andy Cohen feature that narrates Bravo clips.

Disney reaffirmed in its earnings announcement this week a plan to grow Disney Plus into the company’s digital hub. Disney Chief Executive Josh D'Amaro (조시 다마로) said it would strengthen personalisation, exclusivity and subscriber benefits.

Disney is also introducing an AI-assisted interactive search feature on ESPN. In beta, "ESPN Search" provides answers, statistics and recommendations when some users ask questions.