Disney is using artificial intelligence (AI) to power a new advertising tool that allows brands to tailor their commercials to fit the mood of specific scenes within a movie or TV show. The tool, called “magic words,” uses AI and machine learning to analyse and tag scenes across Disney’s library, identifying the contents, brands, images, and mood. Brands can then use this information to create personalised ads that align with the context of the scene. Disney has collaborated with six global advertising companies to beta test this new advertising product. The tool is being used for the Disney+ and Hulu streaming services, aiming to maximise the impact of advertisements in an era where advertisers are shifting away from traditional TV.
