Disney has commenced the process for fully integrating Hulu into the Disney Plus streaming app, and while that's underway, CEO Bob Iger sees potential in artificial intelligence use on the platform. During the Walt Disney Company's fourth-quarter earnings call on Thursday, he discussed how the unified app can serve as a "portal" for all of Disney's offerings by leveraging AI technology.

"There's clearly an opportunity for commerce. There's an opportunity to use it as an engagement engine for people who want to go to our theme parks, want to stay in our hotels, who want to enjoy our cruises, our cruise ships," said Iger. "And obviously, there's a huge opportunity for games."

Pointing to the company's partnership with Epic Games , Iger noted that while many of their collaborative p

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