From color animation to RFID-enabled wristbands, the Walt
Disney Company is a trailblazer of new technologies. Now,
Disney’s technology team is transforming its workforce to focus
on Artificial Intelligence and machine learning. In his
Shop.org 2017 keynote on Tuesday, Michael White, Senior VP of
Technology at Disney Consumer Products and Interactive Media,
shared how the brand is changing their digital strategy.

Here are three things we learned.

1. Artificial intelligence and machine learning are the
future:

“I really feel that the most transformative technology in the
retail space since mobile is artificial
intelligence
and machine learning
. The
future of our industry. These tools have the ability to change
every aspect of retail, both consumer-facing and
back-of-house.”

“What we’re really talking about is training a
computer
in a way that enhances its ability to
help us achieve our goals, and give consumers a
better experience
.”

 

2. Disney is using AI and machine learning to create an
experience ecosystem:

“What is Disney doing to maximize these opportunities and the
potential for these exciting technologies? We’re enhancing out
digital and physical presence to deliver a more
immersive,
personalized, and
robust omnichannel experience than
ever before.”

The ‘Shop Disney’ store is a “Data-driven response
to marketplace changes
that empower and
leverages our brands and best-in-class guest services–to give
consumers a better Disney shopping experience.”

“We know that guests are often interested in more than just one
Disney franchise, and we want to help our guests navigate that
expanded assortment, enhanced
discoverability
, and connect them with a product
that specifically appeals to them. We are using
machine-learning to make these
connections.”

 

3. AI and machine learning can deepen the connection
with consumers:

“Instead of using time-consuming, error-prone methods, we’re
leveraging machine learning to analyze data, provide real-time
recognition and experiences that increase
engagement and satisfaction
.”

“We’re using AI to categorize the thousands of SKUs. Yes, this
automation helps us be more efficient and accurate, but it also
helps us improve the guest experience
by allowing us to more granularly understand product assortment
and guest affinity.”

“What really gets us excited about machine learning’s ability,
is to deepen the connection between consumers and our stories
through personalization, optimization, and enhanced
experience
.”

Attending Shop.org in LA this week? Join Magento at booth 325.
Learn
more