The Consumer Electronics Show (CES) is one of the world’s largest technology events. At CES, companies preview what’s next in media, entertainment, and advertising. During its Sixth Annual Global Tech & Data Showcase, Disney shared how new AI, data, and automation tools are reshaping its advertising ecosystem across streaming and live sports.
The focus was clear: help brands connect with fans more effectively. Additionally, they aim to measure performance more precisely and unlock smarter storytelling within Disney’s premium content.
In addition to the CES presentation, Disney also hosted a live fireside chat on LinkedIn. This gave marketers and partners a deeper, real-time discussion around these new tools. It explored how they are being applied across Disney’s advertising ecosystem.
Smarter Creative, Planning, and Measurement
Disney’s latest capabilities move beyond basic reporting toward real-time learning. Advertisers can see what is working, understand why, and adjust campaigns while they are still live.
Disney revealed an AI-powered video generation tool that helps brands create CTV-ready ads using existing assets. The focus is on making creative work harder through smarter versioning by audience and context, with human oversight built in. Known and Instinct Pet Food are among the first brands testing the tool.
A new internal AI-powered planning tool simplifies campaign setup by capturing goals, audiences, timing, and constraints early, allowing teams to spend more time on strategy instead of setup.
Disney Compass continues to expand as a unified planning, data, and measurement platform. It now supports campaigns across the U.S. and Latin America, with EMEA next. The Compass Brand Portal offers cross-platform performance views, benchmarks, and AI-powered summaries. A new Brand Impact Metric combines attention, brand health, search, and attribution. This helps optimize campaigns in real time.
Building Ad Experiences Around Fan Behavior
Disney confirmed that vertical video is coming to Disney+ in the U.S. later this year, building on the success of similar formats on ESPN and supporting more personalized, daily engagement.
What Disney Executives Are Emphasizing
Disney leaders described a shift from traditional media planning to experience-level planning. Creative, data, and measurement now work together end to end. They use Disney tools or integrate with platforms advertisers already use.
In addition to the CES presentation, Disney also hosted a live fireside chat on LinkedIn, giving marketers and partners a deeper, real-time discussion around these new tools and how they are being applied across Disney’s advertising ecosystem.
