Disney+ uses AI recommendation algorithms to suggest movies, shows, and franchise content to each subscriber based on their individual viewing history, search behavior, and preferences. This system is active for all Disney+ subscribers globally.

The recommendation engine uses collaborative filtering (comparing a user's tastes with those of similar viewers) and natural language processing (NLP) to tag Disney's content library by genre, characters, themes, and emotional tone. A system called 'Disney's Magic Words' uses machine learning to enrich content metadata based on user behavior and thematic cues, allowing the platform to surface content in contextually relevant ways. The platform also conducts ongoing A/B testing of algorithmic changes to measure their impact on user engagement.