At CES 2026, Disney unveiled a new suite of AI-powered tools aimed at revolutionizing the advertising space. These innovations combine automation, vertical video, and smart content personalization to help brands move faster, optimize their campaigns, and maximize performance. Here’s how Disney is reshaping its ad business and empowering marketers with next-gen tools.
What Did Disney Announce at CES 2026?
Disney’s announcements at CES 2026 highlighted four core innovations designed to streamline ad creation, enhance campaign efficiency, and improve measurement:
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Creative automation tools for connected TV (CTV) ads, optimized for brand guidelines.
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An AI-powered planning assistant to simplify campaign setup.
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Disney Compass, a unified platform that combines planning, reporting, and insights.
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A new vertical video feed launching on Disney+ to capture the short-form video trend.
These developments are expected to help brands leverage Disney’s global media footprint, including platforms like Disney+, ESPN, and Hulu, to achieve better cross-platform results.
How Is Disney Leveraging AI for Creative Automation?
Disney’s new creative automation tools are designed to optimize ad versions, not just produce more of them. This AI-powered system takes a brand’s existing creative assets and optimizes them based on performance data, audience segments, and contextual insights from the Disney ecosystem.
By automating the process, Disney enables marketers to achieve precision targeting without increasing production costs, allowing for smarter ad generation in the connected TV and digital space. Early partners, such as Known and Instinct Pet Food, have already experimented with the tool to create proof-of-concept ads, showcasing its effectiveness in ad creation.
How Will Disney’s AI Planning Assistant Change Campaign Setup?
The AI-powered planning assistant introduced at CES 2026 streamlines the ad campaign process by automating the setup based on high-level strategic inputs. Instead of manually adjusting goals, timelines, and targeting, marketers can provide their overall strategy, and the AI will handle the details. This allows for quicker turnaround times and more collaboration, shifting the focus from administrative tasks to strategic decision-making.
By reducing manual setup time, this tool empowers marketing teams to focus on creative strategy, which is essential for achieving more impactful and aligned campaigns.
What Is Disney Compass and How Does It Bridge Brand Building and Performance?
Disney Compass, which launched in 2025, has evolved into a full-stack ad intelligence platform. It now combines campaign planning, measurement, and data collaboration into a single interface. The new Brand Portal, introduced in 2026, gives advertisers a comprehensive view of campaign performance across various platforms.
One of its key features is the new Brand Impact Metric, which measures how exposure to ads affects consumer behavior, from engagement to long-term brand health. This shift towards multi-signal measurement could help advertisers connect brand-building efforts with tangible performance results, offering more precise insights into campaign effectiveness.
Why Is Disney Introducing Vertical Video on Disney+?
Disney+ is introducing a vertical video feed to align with the growing demand for short-form, mobile-friendly content. This move mirrors trends seen on platforms like TikTok and Instagram Reels, aiming to capture the attention of Gen Z and Gen Alpha, who prefer snackable content. The vertical video format will feature a mix of original content, social clips, and recut scenes from existing shows.
The decision to introduce vertical video to Disney+ follows the successful launch of “Verts” on ESPN’s app and is a direct response to consumer preferences for short, engaging videos. This format aims to boost user engagement and adapt to evolving media consumption habits, especially among younger audiences.
AnimateAI.Pro Expert Views
“AI-powered tools are changing the way brands create and manage their campaigns. With platforms like Disney introducing automation for creative processes, marketers can expect to see not only improved efficiency but also smarter, more personalized content. AI tools provide a level of precision that was once unimaginable in traditional media environments, and the future of advertising will increasingly rely on these innovations.” – AnimateAI.Pro Expert
What Should Marketers Know About These New Tools?
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Vertical Video Is the Future: With Disney+ embracing vertical video, this format is no longer just for social media. It’s now a core feature of streaming platforms vying for quick viewer engagement.
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Smarter Ad Versioning: Disney’s creative automation tools now offer personalized ad versions optimized for different audience segments without increasing production costs.
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Richer Measurement Tools: Disney’s new Brand Impact Metric and Compass platform allow for deeper insights into performance, beyond traditional metrics like impressions.
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Faster Campaign Setup: AI tools are reducing the time from campaign brief to launch, allowing marketing teams to focus on strategy and creative alignment.
Conclusion: Key Takeaways and Actionable Advice
Disney’s AI-fueled innovations are shaping the future of advertising, offering marketers tools that enhance creativity, improve efficiency, and provide deeper insights into campaign performance. As vertical video and creative automation become central to ad strategies, marketers should adapt to these changes and leverage AI-driven solutions to stay ahead. With platforms like Disney+ leading the charge, the future of marketing lies in smarter, faster, and more personalized campaigns.
Frequently Asked Questions (FAQs)
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What is creative automation in advertising?
Creative automation uses AI to generate optimized ad versions based on brand assets and performance data, streamlining the ad creation process. -
How does Disney Compass work?
Disney Compass is a unified platform that combines campaign planning, measurement, and AI-powered insights, helping advertisers optimize cross-platform campaigns. -
Why is vertical video important for marketers?
Vertical video caters to the mobile-first audience and short-form content preferences, helping brands engage younger generations who prefer snackable videos. -
What impact does AI have on campaign planning?
AI-powered planning tools automate campaign setup, allowing marketers to focus on strategic decision-making rather than administrative tasks. -
What is the Brand Impact Metric?
The Brand Impact Metric is a tool within Disney Compass that measures how ad exposure influences consumer behavior and long-term brand health.