Disney Showcases Its Latest Technology – Including AI-Powered Tools

At the Sixth Annual Global Tech & Data Showcase, Disney unveiled new solutions to power its advertising and showed how “AI, insights, and automation — paired with premium content — are driving real impact for marketers.”

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Rita Ferro, President of Global Advertising at The Walt Disney Company, stated that “Advertisers are raising the bar for both accountability and innovation, seeking impactful ways to align with quality storytelling and data-led solutions that drive meaningful business results.” Disney brings together its world-class storytelling with technology that can connect brands with customers at scale.

Executives such as Dana McGraw (SVP, Data and Measurement Science), Erin Teague (EVP, Product Management), Jamie Power (SVP, Addressable Sales), and Tony Donohoe (EVP, Advertising Platforms) took the stage to discuss the future of technology at Disney. Disney will introduce a new video generation tool designed for advertising. The tool will allow brands to “create high-quality, CTV-ready commercials using existing brand assets and guidelines.” Disney also talked about a new AI-powered internal tool. With this tool, the planning process with Disney is made faster and easier. The AI-powered tool will capture objectives, audience intent, timing, and constraints to “focus on strategy and collaboration, rather than setup.”

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Disney executives also discussed Disney Compass, which was launched last year. This technology “brings together planning, data collaboration, and measurement into a single, connected experience — now supporting campaigns across the U.S. and LATAM, with EMEA coming up next.” The tool provides a unified view of brand performance, with category benchmarks and AI-powered summaries. These summaries will highlight key learnings and identify new opportunities for advertisers.

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Also, Disney will be bringing vertical video to Disney+ in the United States this year. This comes after a successful launch of “Verts” on the ESPN app. These vertical videos on Disney+ will provide a more “personalized, dynamic experience that reinforces Disney+ as a must-visit daily destination.”