At the recent Sixth Annual Global Tech & Data Showcase, Disney made a series of announcements regarding the company’s technological initiatives, including how “AI, insights, and automation” affect marketing initiatives.

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Rita Ferro, The Walt Disney Company’s President of Global Advertising, wrote of the company’s announcements, “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. 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.”

Disney’s announcement ran the gamut from creative developments to internal data collection technologies, fan behaviors, and user experience.

From a creative standpoint, Disney discussed a new video generation tool designed for advertising that allows brands to create “high-quality” CTV-ready commercials using existing brand assets. According to Disney, this tool “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.”

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Internally, Disney has a new AI-powered tool that “captures objectives, audience intent, timing, and constraints to focus on strategy and collaboration, rather than setup,” which will, in turn, make the advertising planning process with Disney faster and easier.

Disney also discussed Compass. The tool (which launched in 2025), “brings together planning, data collaboration, and measurement into a single, connected experience” and supports campaigns across the U.S. and LATAM, with EMEA support coming. Those using the Disney Compass Brand Portal can see a “unified view of brand performance across campaigns and platforms, with category benchmarks and AI-powered summaries.” The company also confirmed that AI-powered summaries highlighting key learnings and identifying new opportunities for advertisers are coming to Compass soon.

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Finally, Disney confirmed that they’re bringing vertical video to Disney+ in the U.S. in 2026, similar to the implementation of “Verts” on the ESPN app. According to the company, this vertical integration will allow the streaming experience to “evolve as it expands across news and entertainment and delivers a more personalized, dynamic experience that reinforces Disney+ as a must-visit daily destination.”

Tony Donohoe, Disney’s EVP of Advertising Platforms, said, “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

At the Sixth Annual Global Tech & Data Showcase, Disney discussed a litany of products and technological initiatives designed to streamline their advertising initiatives. Stay tuned to DFB for more on Disney’s intersection of advertising and technology.

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