How Disney is using AI for vacation planning, theme parks, streaming, and storytelling
Disney continues to expand its vision for how artificial intelligence could shape the future of its business, from simplifying theme park vacations to developing next-generation robotics that interact with guests. During the company’s latest quarterly earnings call, Disney executives shared new details on how AI could personalize trip planning, support storytellers, and improve the guest experience while emphasizing that creativity will remain human-driven.
As new AI-powered assistants begin handling increasingly complex tasks for companies like Adobe, Disney’s long-term AI strategy is now a reality.
Editor’s note: This article has been updated with new comments from Disney executives shared during the company’s third-quarter fiscal 2026 earnings call.
Disney’s love affair with AI
During recent earnings calls, Josh D’Amaro compared today’s AI developments to Walt Disney’s early embrace of synchronized sound in Steamboat Willie, framing the technology as another major evolution in storytelling and entertainment.
“We want Disney to remain a leader in technology to enhance creativity,” D’Amaro said, referencing the company’s long history of adopting new technologies to support storytelling and guest experiences.
During the company’s latest earnings call, D’Amaro reiterated that philosophy, saying AI should “enhance a creative process that is human-driven and creator-led,” not replace the artists and storytellers behind Disney’s films and experiences.
He also pointed to Walt Disney Imagineering and Industrial Light & Magic as examples of Disney’s long history of using technology to push the boundaries of storytelling, with AI representing the next step in that evolution.
Disney expands AI plans
During Disney’s third-quarter fiscal 2026 earnings call, Disney CEO Josh D’Amaro offered new details about how the company plans to use artificial intelligence across its businesses, with a particular focus on improving the guest experience.
D’Amaro said Disney is exploring ways AI can reduce some of the complexities of planning and booking a Disney vacation while delivering more personalized recommendations based on each guest’s interests and preferences.
Beyond vacation planning, D’Amaro revealed that Disney’s research and development teams are also working on “next-generation robotics” designed to interact directly with guests. Although he did not provide additional details, the comments build on Disney’s continued investment in advanced robotics and interactive characters through Walt Disney Imagineering.
D’Amaro also reaffirmed that Disney views AI as a tool to support, not replace, its creative teams.
“The creative process will always be human-driven and creator-led,” D’Amaro said, adding that AI can help filmmakers accelerate production, improve visual effects, and enhance personalization across Disney’s businesses while allowing storytellers to remain at the center of the creative process.
He also pointed to Walt Disney Imagineering and Industrial Light & Magic as examples of Disney’s long history of using technology to advance storytelling, describing AI as the next step in that evolution.
Disney says AI could help simplify Disney vacations
One of the most fan-focused parts of the discussion centered around how AI could eventually make Disney vacations easier to plan and navigate.
According to D’Amaro, Disney is exploring ways AI could:
- Reduce the complexity of planning and booking trips
- Help families optimize their time in the parks
- Improve personalized recommendations
- Create smoother guest experiences
The company described AI as a tool that could help remove friction from the vacation planning process while improving how guests interact with Disney before and during their trips.
(Kent Phillips, photographer)
Speaking of vacation planning, during that same earnings call, Disney leaders indicated they have seen no material impact from high gas prices on guest demand.
Disney also discussed operational uses for AI inside the parks themselves, including systems designed to improve labor forecasting and staffing decisions. Executives described ongoing initiatives using AI to better predict staffing needs throughout Disney’s theme parks and resorts. According to Disney leadership, those systems can analyze patterns like attendance trends, seasonal demand, guest flow, weather, and operational data to help determine where employees are needed most ahead of time.
AI could improve staffing and park operations
Disney leadership also pointed to broader opportunities to use AI for enterprise-wide productivity improvements and operational cost savings.
The comments closely mirror recent conversations happening across the theme park industry. During a recent Themed Entertainment Association panel featuring executives from companies including Universal Destinations & Experiences, industry leaders similarly described AI as a tool already being used largely for operational efficiency and workflow improvements.
Photo by Dani Meyering
Adobe and Disney begin AI partnership
In June 2026, Adobe unveiled how AI assistants may function inside creative and operational workflows. Adobe’s expanded Firefly AI Assistant can now work across Photoshop, Premiere Pro, Illustrator, InDesign, and other Creative Cloud applications. Adobe also introduced new tools that allow AI to remember and reuse characters, objects, and locations across projects for greater consistency.
Walt Disney Imagineering then announced a partnership with Adobe that will bring custom AI models into the theme park design process. Imagineers will use Adobe Firefly Foundry, a platform that allows companies to build AI models trained on their own intellectual property and creative assets.
Perhaps this tool was used in Disney’s latest renderings of its Lakeshore Lodge?
Disney+ expected to become more personalized through AI
Executives also discussed how AI is already influencing the future of Disney+.
Disney said it is using technology to improve:
- Personalized recommendations
- Content discovery
- Navigation and browsing
- Advertising and dynamic messaging
Leadership emphasized reducing “user friction” and making the streaming experience more intuitive for subscribers.
The company also described Disney+ as the “digital centerpiece” of Disney’s relationship with fans, with parks, gaming, merchandise, and streaming becoming increasingly connected over time.
D’Amaro described Disney+ as the primary digital hub for the company’s fan ecosystem, while partnerships like Epic Games and platforms like Fortnite serve as additional touchpoints designed to feed engagement back into Disney’s broader ecosystem.
Disney’s latest Upfront presentation further reinforced that strategy, highlighting how the company increasingly connects streaming, live events, sports, fandoms, and Disney Experiences into a broader entertainment ecosystem.
Disney Store launches AI-powered personal shopping assistant
New for June 2026, Disney is expanding its use of artificial intelligence with a new Disney Store Personal Shopping Assistant designed to help guests find merchandise through a conversational shopping experience.
Shoppers can describe what they’re looking for — whether it’s a gift, a favorite character, or a specific collection — and receive personalized product recommendations based on their interests. The tool is powered by AI and aims to make browsing Disney’s growing online merchandise catalog easier and more intuitive.
Disney says AI can help create content faster while keeping creativity central
Disney executives also outlined plans to use AI to support content creation and production workflows across the company. Leadership discussed using AI to increase production efficiency, support content development workflows, improve advertising targeting, and potentially increase the volume of content Disney can produce across its various platforms and business divisions.
Executives framed the technology as a way to streamline processes and enhance existing creative teams rather than replace them. D’Amaro repeatedly emphasized that Disney still sees human creativity as central to the company’s future.
Executives stressed that AI is intended to support creators and storytelling rather than replace them.
“We want Disney to remain a place where talent flourishes,” D’Amaro said during the discussion.
Disney positions AI as the next major technology shift
While many entertainment companies have discussed AI cautiously, Disney’s Q2 FY26 earnings call showed a much broader vision for how the technology could shape its future operations and guest experiences.
From vacation planning and streaming recommendations to staffing forecasts and production tools, Disney made clear that AI is expected to become deeply integrated across the company in the years ahead.
The featured image of this article contains an image made by LaymanZoom from Getty Images.
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