Disney tests AI search on ESPN and Disney+
August 7, 2026 12.41 Europe/London By Julian Clover


Disney is beta testing AI-powered search and discovery features across ESPN and Disney+.

The ESPN test that’s running in the United States is focused on natural language sports search. A subset of users can ask questions and receive answers, related content, statistics and recommendations drawn from ESPN’s content and data systems.

The company said ESPN Search uses sources including published articles and videos, ESPN Research statistics and information, sports metadata, internal knowledge repositories and structured sports data.

On Disney+, the test is designed to improve content discovery when viewers know the type of programme they want but not a specific title. A limited group of subscribers can use natural language, voice input or suggested prompts to describe what they are in the mood for, with recommendations based on immediate viewing intent rather than only past behaviour.

Disney said personalisation based on viewing history remains part of Disney+, but the AI tool is intended to support more contextual recommendations.

The tests follow broader industry moves to use AI to improve content discovery, search and engagement across streaming services and connected TV platforms. Netflix and Roku have also been developing AI-assisted discovery tools, while pay-TV and platform operators are exploring more conversational interfaces for navigation and recommendations.

Disney said feedback from the beta tests would inform future improvements to navigation, results, recommendations and discovery across ESPN and Disney+.