Using AI Technology at Disney: Insights from Josh D’Amaro

Disney is taking its guest experience to a whole new level with the help of artificial intelligence. The company is using AI to assist Disney World visitors in planning their vacations, offering personalized recommendations for shows on Disney+, and even forecasting labor demand at its theme parks.

According to Disney CEO Josh D’Amaro, technology is a game-changer for the company. During an earnings call, D’Amaro shared that Disney’s operating income for Disney Experiences, which includes theme parks and Disney Cruise Line, increased by 5% to $2.6 billion compared to the same period last year. This growth was driven by higher guest spending at the parks and the successful launch of Disney Adventure and Disney Destiny.

D’Amaro emphasized that AI is being used in a way that prioritizes human creativity and upholds Disney’s valuable intellectual property. The goal is to simplify vacation planning for families visiting Disney World by streamlining park reservations, Lightning Lanes, and other aspects of the trip. The ultimate aim is to personalize the experience for each guest and make their visit as seamless as possible.

In addition to enhancing the theme park experience, Disney+ is set to play a more prominent role in bringing together Disney’s various divisions, including sports, movies, streaming, and theme parks. D’Amaro stressed the importance of Disney+ in engaging both loyal park visitors and streaming subscribers, highlighting the company’s commitment to creative excellence and original storytelling.

While park attendance was down by 1% in the first quarter of 2026, Disney remains optimistic about the future. The company expects attendance to rebound as excitement around a competitor’s park, Epic Universe at Universal Orlando Resort, diminishes. Despite rising gas prices, Disney theme park crowds have remained strong, and the company is expanding its cruise ship fleet to meet growing demand.

Looking ahead, Disney is hopeful for continued growth in the second half of the year. Chief Financial Officer Hugh Johnston expressed confidence in the company’s forward bookings and anticipates a positive outlook for the rest of the year. The focus remains on delivering exceptional guest experiences, whether in person at the parks or at home through Disney+.