I see what Chapek is going for, but unlike say, Google/Facebook hyper targeting advertising or content you like, a ride doesn’t equate precisely to a film/show since an IP can be used from anything from a bathroom to a land.
Going into a Tangled bathroom is not going to show your want for Tangled, or if you get motion sick and skip Star Tours even if you love C-3PO. Unlike what Chapek thinks, people aren’t *just* going for a specific IP; the execution of the IP in theme parks is the main impact.
Likewise, even if interacting with an IP at a theme park shows you want that IP on Disney Plus, a 60 year old who likes Tangled is not going to watch a Tangled show for 5 year olds. It’s not black and white.
If anything, the benefit would be marginal and not gravitational, so it’s worth exploring but not if it’s going to cost 100’s of millions.
Disney’s recent ‘tech’ endeavors have also been Genie’s ‘My Day’, and before that Fastpass+, so I assume it will not be executed to any benefit.