Disney’s presentation at the Sixth Annual Global Tech & Data Showcase at CES 2026 covered how new technology powers advertising across their portfolio of streaming and live sports. Executives spoke about AI, automation, and planning tools, plus the upcoming launch of short-form vertical videos on Disney+.
Disney Advertising Technology
“Advertisers are raising the bar for both accountability and innovation, seeking impactful ways to align with quality storytelling and data-led solutions that drive meaningful business results,” said Rita Ferro, President, Global Advertising, The Walt Disney Company. “Disney brings together world-class storytelling and the technology that connects brands with fans at scale across the world’s most premium live sports and entertainment experiences.”
A new video generation tool allows advertisers to create commercials using existing brand assets and guidelines. Known and Instinct Pet Food have already collaborated with Disney to test this tool and develop a proof of concept. “The focus is on helping creative work harder inside Disney environments,” Disney said in a press release, “while at the same time providing safeguards and building with human oversight and imagination throughout the process.”
Disney has launched an AI-powered internal tool to make planning faster and easier. It “captures objectives, audience intent, timing, and constraints to focus on strategy and collaboration, rather than setup.”
Last year, Disney Compass launched to bring together planning, data collaboration, and measurement into a single, connected experience. It supports campaigns across the U.S. and Latin America, and will soon be available in Europe, the Middle East, and Africa. Disney Compass will soon include AI-powered summaries and the Disney Advertising Brand Impact Metric, which “allows brands to see what’s working, understand why, and optimize while campaigns are live.”
“These are tools and technology we’re bringing to advertisers because we believe they solve actual problems and drive actual value for you,” said Tony Donohoe, EVP, Advertising Platforms. “It’s a blend of technical depth and storytelling sensibility that very few companies can deliver.”
The introduction of vertical video to Disney+ this year will “evolve as it expands across news and entertainment and delivers a more personalized, dynamic experience that reinforces Disney+ as a must-visit daily destination.”
“As we unify the Disney+ and Hulu experience, we’re doing so on a foundation of bolder and more dynamic personalization,” said Erin Teague, EVP, Product Management. “We’re driving content discovery that complements each unique fan and exposes everyone to the full depth and breadth of our one-of-a-kind library.”
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