Disney Hides Technology to Enhance Customer Experience, Says Former CEO of Bezeq

In 2026, amid rapid technological advancements like AI, automation, and unprecedented communication speeds, the former CEO of Bezeq emphasizes that customers fall in love with experiences, not technology itself. He argues that the best technology is the one that operates seamlessly in the background, simplifying processes and removing barriers to focus on what truly matters to people.

Using The Walt Disney Company as a prime example, the CEO highlights how Disney has maintained its reputation for exceptional customer experience for over a century. Disney identified friction points such as long lines and ticket handling at its theme parks and addressed them by investing heavily in invisible technology like the MagicBand. This smart wristband consolidates multiple functions, entry, room key, payment, into one simple interface, eliminating hassles and enhancing enjoyment without customers noticing the technology.

This approach extends to Disney’s streaming service, Disney+, where advanced data engines and AI work behind the scenes not to showcase technology but to create a personalized, relevant, and family-friendly experience. The CEO stresses that the future of service lies in blending technology and humanity, with AI enabling better anticipation of needs and tailored solutions, while trust and emotional connection remain fundamentally human.

He concludes that companies that succeed in embedding a genuine service mindset throughout their organization build a long-term asset far more valuable than any single technological innovation. The real competitive advantage in the AI era is the ability to make technology invisible and customer experience unforgettable, a mission and opportunity for brands aiming to stay relevant in the coming years.