- Google will use AI in the US broadcast of the Paris Olympics, partnering with Team USA.
- NBCUniversal will attract new audiences with personalised AI recaps and Google Search’s AI during Olympics coverage.
OUR TAKE
This new attempt highlights significant advancements in integrating artificial intelligence in sports broadcasting, which can revolutionise how audiences experience the Olympics. By partnering with Google, NBCUniversal aims to attract younger and more tech-savvy viewers, potentially reshaping the future of sports media consumption.
— Jennifer Yu, BTW reporter
What happened
Alphabet’s Google will integrate artificial intelligence into the US broadcast of the Paris Olympics, enabling sports commentators to use AI to explain competitions, the tech company announced on Thursday alongside NBCUniversal and the US Olympic and Paralympic Committee.
Google will be named the official search AI partner of Team USA, marking the first instance of a tech company partnering with the sports nonprofit.
The announcement comes as NBCUniversal, which broadcasts the Games in the US, modernises its coverage to attract audiences who do not watch live television and young viewers accustomed to watching clips online.
The Comcast-owned media company will launch personalised AI-generated daily recaps narrated by AI versions of people such as sports commentator Al Michaels.
During daytime and primetime coverage, NBCUniversal’s anchors will use Google Search’s AI overviews to answer questions about some sports, such as the importance of pool-lane assignments in swimming competitions.
Google’s AI overviews provide written responses to search queries without the need to click a website link.
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Why it’s important
By incorporating AI, Google and NBCUniversal aim to enhance the viewing experience of the Paris Olympics, making it more interactive and informative. This move is expected to attract a broader audience, particularly younger and tech-savvy viewers accustomed to consuming content online and on-demand rather than through traditional live television.
The collaboration between Google and Team USA marks the first instance of a tech company partnering with the US Olympic and Paralympic Committee, setting a precedent for future partnerships in the sports industry.
This partnership will allow sports commentators to use AI to provide real-time explanations and insights during competitions, improving viewer engagement and understanding.
NBCUniversal’s strategy to use personalised AI-generated daily recaps and AI overviews from Google Search represents a significant modernisation of Olympic coverage.
This innovation could transform how audiences interact with and consume sports content, potentially leading to a shift in the sports media landscape.
