Discover How Disney is Revolutionizing Advertising with AI Innovations!

Disney has long been at the forefront of machine learning and AI audience segmentation. During its fifth-annual Global Tech & Data Showcase at CES, the company unveiled groundbreaking advancements that are transforming its advertising capabilities. Here’s a look at the three key innovations highlighted:

1. Select AI Engine

Dana McGraw, SVP of Data and Measurement Science, introduced the Disney Select AI Engine, a powerful AI and machine learning tool designed to enhance audience targeting. This engine enables brands to:

• Build custom lookalike audiences
• Deliver sequential messaging
• Expand reach without compromising frequency caps

Using machine learning, this tool drives precise results and is integrated within Disney’s Clean Rooms. McGraw emphasized the engine’s ability to achieve high accuracy in audience modeling.

2. Collaboration with Publicis CoreAI

Disney also launched the Disney Compass, a proprietary data platform that streamlines the advertising journey by consolidating first-party data, insights, and vendor integrations. This collaboration with Publicis allows brands to leverage insights from their own data alongside Disney’s, enabling them to:

• Find the right audiences more efficiently
• Activate campaigns seamlessly

Jamie Power, Senior VP of Addressable Sales at Disney, expressed her excitement over the potential applications of this technology, showcasing how it can create always-on growth audiences for real-time activation.

3. Disney Magic Words Live

In 2024, Disney will launch Magic Words Live, an extension of its Magic Words offering. This innovative feature uses metadata to help brands target contextually relevant scenes and keywords in real-time. Brands can generate multiple ad creatives, and Disney’s technology will automatically select the most effective messaging to deliver during live moments. Notable brands like Chipotle and T-Mobile are already testing this feature, with promising early results.

These advancements highlight Disney's commitment to leveraging AI to enhance advertising efficacy and audience engagement, paving the way for a more personalized advertising experience.