Disney Uses AI to Transform ESPN App with Tailored User Experience

Disney is going to improve ESPN by personalizing it with AI in a new app that users can download on their own. This app will be based on users’ hobbies and have features like shopping and gaming.

Jimmy Pitaro, Chairperson of ESPN, said on Wednesday that the network is looking into using AI to help personalize its news and review show “SportsCenter” as more young people watch TV shows online.

Disney is working on a plan to make ESPN the best digital spot for sports fans by making it available as a stand-alone app for the first time next year.

Pitaro told reporters at the company’s headquarters in Bristol, Connecticut, that the company wants to give app users a version of “SportsCenter” that is specific to their hobbies.

The technology is already being used to read ESPN’s breaking news stories, which Pitaro says he listens to on his way to and from work.

“AI is not the terrible thing that many people think it is. “AI is something I think will be very helpful and good for the sports industry and for sports fans,” Pitaro said.

Disney is also working on adding things like gaming, fantasy sports, and shopping to the new app. After making a $2 billion deal with casino owner Penn Entertainment, the company put out the ESPN Bet app in November.

ESPN added “Where to Watch” on Wednesday to help sports fans find games that are showing anywhere, not just on ESPN. It can be found on ESPN.com and the latest ESPN app, but you need a pay TV subscription to use it.

Pitaro said he was interested in talking about getting the rights to show baseball games and other sports in their own towns, either through the new app or something else.

Pitaro has been in charge of ESPN since 2018. He used to be in charge of Disney’s consumer goods business. A lot of people talk about him as a possible replacement for Bob Iger, who has said he will leave at the end of 2026 as CEO of Disney.