The media conglomerate has announced the launch of the Disney Select AI Engine, which uses artificial intelligence and machine learning to drive increase audience expansion.

Dana McGraw, SVP, Data and Measurement Science said: “Disney is not just setting the pace, we’re accelerating the rate of innovation for all. We have invested in machine learning and AI audience segmentation for over a decade to better understand behaviors across screens and bring new opportunities to life. With every new tool and capability we develop, we’re making adoption easier for our partners to have the most frictionless experience possible.”

The tech boss added that the whole innovation willultimatelymake everything "easier" for their investment partners.

She said: "We have invested in machine learning and AI audience segmentation for over a decade to better understand behaviors across screens and bring new opportunities to life. With every new tool and capability we develop, we’re making adoption easier for our partners to have the most frictionless experience possible."