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You see tennis, we see data: how AI is shaking up the sports experience for fans and athletes

You see tennis, we see data: how AI is shaking up the sports experience for fans and athletes
You see tennis, we see data: how AI is shaking up the sports experience for fans and athletes


Artificial intelligence is disrupting the way we live and work like never before. Now it takes the sports world, for both competitors and fans, to a new dimension.


We say: you see tennis, we see data. You see golf, we see data, Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, told Euronews Culture at the Cannes Lions International Festival of Creativity.

The technology company combines today's big data phenomenon with the power of AI athletes and women with more in-depth insights into how they perform and how they compare to their competitors.

But it also helps improve the fan experience, delivering more immersive, accessible and personalized experiences amid increased content expectations and changes in consumption.

Wimbledon uses generative AI

This year Dell and the All England Lawn Tennis club, which is active Wimbledonlaunches a new one generative AI feature to give fans more information about players as they progress through the championships.

The Catch Me Up feature, accessible via the Wimbledon website and app, shows player cards before and after the match, with AI-generated player stories and analysis. They are personalized based on user preferences and data such as their location, starting with their favorite tennis players.

For pre-match content, fans get analysis of recent performances and their chances of winning. Key stats and highlights will be available after the match.

Increasing accessibility in sports

Generative AI will also be deployed at Wimbledon this year to give fans access to matches away from the main courts, including wheelchair events. It is part of an enhanced digital match center, which automatically generates pre- and post-match summaries.

I was talking to someone who had been a professional tennis player for a few years and I think he was ranked 864th. That was his highest ranking in the world. And he said that when I was playing, I was always on the outdoor courts and my family, who could not travel to see the games, could not see me, Adashek explained.

If I was playing today, my family could be watching me, my friends could be watching me, my community could be watching me. It can really create a much broader fan base and bring more people into the fans and into the sport.

Tennis fans welcome technology

In new research from IBM and Morning Consult, 55 percent of tennis fans surveyed worldwide said they think AI will have a positive impact on sport-. Generative AI cited real-time updates, personalized content, and unique insights on how it could improve their experience.

But it's not just tennis that's true IBM wants to destroy the AI ​​experience, Adashek emphasized.

If you look at other sporting activities we do, such as the Masters, you can take a full round of golf from every player in the tournament, watch it in under three minutes and have AI commentary generated in English or Spanish for every shot they play, he said.

Will the stands remain empty?

All this AI disruption comes in the wake of the pandemic, which has fueled the rise of enhanced at-home experiences for sports fans, connecting viewers to the physical action.

As that digital momentum continues, it could be the beginning of the end live audience in stadiums and other locations?

Millions of people enjoy going to watch a game or a match, and I don't think this will change that, Adashek predicted. I think it'll just give them some more insights as they watch it.

Watch the video above to learn more about how AI will change the face of sports.

You can see more content from Cannes Lionshere.

Additional Resources Filmed and edited by Lionel Laval




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