ESPN and Disney+ test AI-powered search and discovery tools

Sports platform ESPN is testing ESPN Search, an AI-assisted search tool with a subset of users.  

The tool enables viewers to ask sports questions in natural language and receive answers, related content, stats, and recommendations drawn from ESPN’s sports ecosystem. 

This includes published articles, videos, stats, and info from ESPN Research, sports metadata, internal knowledge repositories, and structured sports data systems. 

Disney+ is running a beta experiment with a small group of subscribers to explore a more natural way for users to express what they’re looking for. The AI-powered tool is designed to help viewers move from “I don’t know what to watch” to relevant recommendations based on their immediate context and viewing needs.  

Through natural language or voice input, or suggested prompts, subscribers can describe what they want in their own words, helping Disney+ to recommend content that fits the moment, not just their viewing history. 

Disney said the experiments represent early efforts to explore how AI can enhance the user experience across ESPN and Disney+. The company stated: “User feedback will help us evolve and improve how they find information and content over time.” 

The Walt Disney Company and TikTok recently agreed a deal allowing creators to use clips from Disney films and series in their short videos. Discover more here.