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Disney unveils AI-powered ad tool for tailored streaming commercials
"Disney's Magic Words" is an AI-driven advertising tool by Disney that personalizes ads to match the mood of scenes on Disney+ and Hulu.
By identifying and tagging scenes with metadata that includes information on content, brands, imagery, and mood, “Disney’s Magic Words” allows for a more precise form of contextual advertising. The technology was showcased last month at the Consumer Electronics Show in Las Vegas, where Rita Ferro, Disney’s global head of ad sales, emphasized its ability to enhance the impact of advertisements by aligning them with viewer experiences. Joe Earley, President of Disney’s direct-to-consumer business, highlighted the immediate success of Disney+ in utilizing advanced ad technology, a capability that has been refined over years, particularly with Hulu’s ad-supported service in 2008.
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