Pursuing Media Dominance Through AI, Live Content, and Immersive Experiences
The Century-Old Content Empire Presents Next-Generation Growth Drivers at the "Crossroad of Storytelling and Technology"
January 2026 | Las Vegas
As the Netflix-Warner Bros. merger signals a seismic shift in the streaming industry, The Walt Disney Company has unveiled its own survival strategy.
At CES 2026, the world's largest technology exhibition, Disney presented a comprehensive future vision integrating AI, live content, and immersive experiences—declaring its transformation from a mere content company into a 'technology-converged media platform.'
The key phrase Disney has chosen for this strategy is 'The Crossroad of Storytelling and Technology.' The vision is to combine a century of accumulated IP assets and storytelling capabilities with technological innovation, building a differentiated ecosystem that competitors cannot easily replicate.
Strategy 1: Advancing Revenue Models Through AI-Powered Advertising Technology
At the 6th Global Tech & Data Showcase held at the Cosmopolitan Hotel's Chelsea Theater, Rita Ferro, President of Global Advertising, unveiled AI-based advertising solutions. The centerpiece is a Video Generation Tool specialized for ad production.
This tool learns brand assets and guidelines to automatically produce CTV (Connected TV) ads, optimizing creative versions in real-time based on audience and context. For advertisers, this means dramatically reduced production costs and time while enabling mass production of highly targeted, customized advertisements.