Disney is testing an AI-powered discovery feature on Disney Plus that creates a personalised row of film and television recommendations from natural-language or voice requests. The limited beta is intended to help viewers find programmes suited to a particular moment, rather than relying only on their viewing history, reflecting streaming services’ wider effort to make large catalogues easier to navigate.

The test is available to a small, unspecified group of subscribers. Disney is also trialling ESPN Search with a subset of users; the conversational tool can answer questions, provide statistics and make recommendations using ESPN’s sports information. Netflix and HBO Max are developing similar conversational search features, while Disney says it wants Disney Plus to become the company’s “digital centerpiece” through greater personalisation and subscriber benefits.