AWS is introducing generative AI to provide live commentary during sports matches. In the German Bundesliga, this technology is used to automatically generate commentary during football matches in real time. The AI analyses more than 1,600 actions per match, such as goals, passes and fouls, and delivers commentary in a number of languages and styles within seconds. This enables fans worldwide to have direct access to match information in a way that is tailored to their personal preferences.
The introduction of generative AI is part of a broader strategy by AWS to support sports organisations in modernising their offerings and better reaching international fans. According to Danielle Gorlick, General Manager of AWS Benelux, this technology offers new opportunities to engage viewers worldwide in a dynamic way with sporting events. AWS is working on this with Sportec Solutions, a joint venture between Deltatre and the Deutsche Fußball Liga, which is responsible for collecting and processing data during Bundesliga matches.
In addition, AWS is deploying AI technology in other sports, such as swimming and cycling, to improve athlete performance. For example, the Australian national swimming team is using AWS machine learning to optimize swimming techniques, while the Ineos Grenadiers cycling team is using data analytics to improve training methods and equipment. In the United States, AWS is helping the National Football League (NFL) reduce injuries through the “Digital Athlete,” an AI model that simulates game scenarios and makes recommendations for player safety.
