Disney is unveiling "Disney's Magic Words," an innovative advertising tool harnessing artificial intelligence (AI) for its Disney+ and Hulu platforms. This groundbreaking technology employs AI and machine learning to analyze scenes, identifying content, brands, images, and moods within movies or TV shows. The tool enables personalized messaging aligned with scene context, allowing advertisers to tailor their commercials to resonate deeply with viewers. Beta testing involves six global advertising firms, including Dentsu, Omnicom, and GroupM, aiming to refine contextual advertising through AI-driven insights. Rita Ferro, Disney's global head of ad sales, emphasizes Magic Words' potential to maximize ad impact by aligning them with viewer experiences and emotions, ultimately enhancing viewer engagement and brand resonance. Disney's investment in streaming ad technology responds to the evolving advertising landscape.