Disney Plus has rolled out an experimental new feature that uses artificial intelligence (AI) to generate personalized rows of show and movie recommendations based on natural language searches or voice queries. The tool is currently being tested with a small group of select users.

This innovation aligns with broader industry trends, including similar efforts by Netflix and Warner Bros. Discovery. Peacock has even added an AI narrator for Bravo clips, suggesting a growing trend towards conversational search experiences in the streaming space.

Disney CEO Josh D’Amaro emphasized that personalization will be key to making Disney Plus the 'digital centerpiece' of the company. However, while these tools aim to recommend content that fits your current mood or interests, they still struggle with true understanding and empathy – a gap that remains for now.

In an earnings call, D’Amaro also announced an AI-assisted conversational search experience for ESPN, which will let users ask questions related to sports. This suggests a move towards more interactive user experiences across Disney’s platforms.