Disney’s AI Tools for Disney Plus

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. The feature is the latest in a broader push to offer AI-powered recommendation tools that help you find something to watch among massive catalogs of streaming … The AI test generates a customized row of shows to help you find something to watch. Netflix started testing an OpenAI-powered conversational search tool last year and also has a native voice search feature.

Last week, Warner Bros. Discovery announced it is experimenting with a “conversational search experience” for HBO Max as well. Peacock even recently added an AI Andy Cohen that narrates Bravo clips.