The Walt Disney Company has announced a new AI-powered advertising stack at CES 2026, aimed at delivering stronger performance and accountability across its global portfolio of live sports and streaming platforms.
At its Sixth Annual Global Tech & Data Showcase, Disney highlighted how artificial intelligence, automation and advanced consumer insights are being integrated with premium content to meet advertisers’ growing demand for measurable outcomes at scale. Rita Ferro, President of Global Advertising at Disney, said brands are increasingly seeking data-led solutions that complement high-quality storytelling and major cultural moments.
The company introduced an AI-based video generation tool that enables advertisers to create CTV-ready ads using existing brand assets. The tool supports dynamic creative versioning based on audience, context and real-time performance signals, with human oversight built in. Brands including Known and Instinct Pet Food are currently piloting the solution.
Disney also revealed a new internal AI-powered planning tool designed to streamline campaign setup by capturing objectives, audience intent and timing upfront, allowing teams to focus more on strategic collaboration.
On measurement, Disney is expanding its Compass platform into a unified Brand Portal, offering real-time performance insights across campaigns. A newly launched Disney Advertising Brand Impact Metric combines attention, brand health, search and attribution to help advertisers understand not just what is working, but why.
On the consumer experience front, Disney announced the rollout of vertical video on Disney+ in the U.S. later this year, following the success of the format on ESPN. The move is aimed at driving more personalized discovery and increasing daily engagement.
Disney executives said the shift represents a broader rethinking of advertising within premium ecosystems, positioning ads as insight-driven extensions of content rather than interruptions—powered by AI and scaled across Disney’s sports and entertainment platforms.
