Disney Is Already Testing AI With Disney+ and ESPN
Well that didn't take long.
While the topic of AI still causes concern among many in the general public, those at Disney have made it very clear that the company plans to embrace the technology. And it already has. One way that AI is being tested right now involves Disney+ and ESPN Search.
What's Happening:
- After touting the importance and value of AI as recently as yesterday's quarterly earnings call, The Walt Disney Company has revealed two ways that it is already being tested with consumers.
- According to Disney a "subset of users" now have access to an AI-assisted version of ESPN Search.
- These users can ask sports related questions using natural language, rather than simply keywords, and get answers to those questions, as well as related content, statistics, and recommendations.
- A potentially even more interesting test has been rolled out to a "small group of select subscribers of Disney+."
- Normally search on Disney+ is done with keywords, and is really only useful if you know what you're looking for. Disney+ can only recommend shows based on what else viewers have watched. If you're looking for something outside the norm, it's ability to recommend is far more limited.
- In this test, a viewer can use natural language to describe the type of show they want to watch, and the AI can then recommend different things based on that description.
Disney & AI
- While there are a lot of valid reasons to have concerns about AI, building a better search engine, one that can get you what you want, even when you yourself don't know what you want, is certainly on the more benign side of things.
- Most people's fear is that AI could eventually replace creative humans when it comes to writing stories or even creating the images in our favorite TV and movies. Disney CEO Josh D'Amaro has continued to insist AI will only ever be a tool used by creatives, not something that will replace them.
- Disney itself has had issues with AI when its IP has been used without permission or compensation.
- It's unclear when, or even if, these tests may be expanded, but keep an eye on your apps as you may already have access to some early Disney work in AI.