Disney has revealed how its latest technology and data capabilities are powering stronger outcomes for brands across the most scaled portfolio of live sports and streaming as the company highlighted how AI, insights and automation — paired with premium content — were driving real impact for marketers.

“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, at the Sixth Annual Global Tech & Data Showcase, which was held last week.

 “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,” she added.

According to a media statement from Disney that dwelt on various tech initiatives undertaken by the company or those that wiull be started at the Las Vegas show, a new video generation tool designed for advertising allows brands to create high-quality, CTV-ready commercials using existing brand assets and guidelines. It supports creative versioning by audience, context, and placement and is informed by performance signals within the spot.

The focus is on helping creative work harder inside Disney environments, while at the same time providing safeguards and building with human oversight and imagination throughout the process. Known and Instinct Pet Food are among the first to collaborate with Disney to test the new video generation tool and develop proof of concept creative.

With a new AI-powered internal tool, the planning process with Disney is made faster and easier. The tool captures objectives, audience intent, timing, and constraints to focus on strategy and collaboration, rather than setup.

Disney Compass, launched last year, brings together planning, data collaboration and measurement into a single, connected experience — now supporting campaigns across the US and LATAM with EMEA coming up next.

Dana McGraw, SVP, Data and Measurement Science, Disney, said: “Being a leader in this space means that performance isn’t just checking a box — it’s an always-on evaluation of success. It’s how we are proving the value of aligning with Disney content and Disney fans everyday – empowering you to innovate faster.”

Expanding into the Disney Compass Brand Portal, the tool provides a unified view of brand performance across campaigns and platforms, with category benchmarks and AI-powered summaries. Soon, Disney Compass will include AI-powered summaries that will highlight key learnings and identify new opportunities for advertisers.

Synthesizing attention, brand health, search, and attribution, the new Disney Advertising Brand Impact Metric allows brands to see what’s working, understand why, and optimize while campaigns are live. For instance, brands can measure the impact of attention and search activity on outcomes.

Tony Donohoe, EVP, Advertising Platforms, Disney asserted: “These are tools and technology we’re bringing to advertisers because we believe they solve actual problems and drive actual value for you. It’s a blend of technical depth and storytelling sensibility that very few companies can deliver.”

Disney is bringing vertical video to Disney+ in the US this year, which follows the successful launch of ‘Verts’ on the ESPN app. The experience 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.