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IBM Watsonx Introduces Advanced AI Capabilities to Enhance Masters Tournament Digital Experience

By leveraging advanced AI capabilities, IBM continues to redefine the intersection of technology and sports, delivering unparalleled engagement and insights to audiences worldwide.

IBM and the Masters Tournament have unveiled a series of new fan features set to enhance the digital experience for this year’s event. Powered by generative AI capabilities from watsonx – IBM’s AI and data platform – these innovations aim to provide fans with unprecedented insights and engagement opportunities during the April 11-14 Tournament.

Innovative Fan Features:

The collaboration between IBM Consulting and the Masters digital team has resulted in the introduction of IBM Hole Insights and AI-enabled Spanish language narration. These features are designed to offer fans a personalized and immersive digital viewing experience.

IBM Hole Insights:

IBM Hole Insights, integrated into the 2024 website and mobile apps, utilizes natural language processing and structured data to provide detailed breakdowns and projections for each hole on the course. Fans can access:

  • Data-driven recaps of daily hole performance
  • Projections based on past and current data
  • Historical insights drawn from eight years of Tournament data

Spanish Language Narration:

Building upon the success of AI Narration introduced last year, IBM now offers Spanish language narration for on-demand highlight videos. Fans can seamlessly switch between English and Spanish audio and closed captions, enhancing accessibility and engagement for Spanish-speaking audiences.

Advanced AI Technology:

The introduction of these features demonstrates IBM’s commitment to leveraging generative AI and large language models to enhance user experiences. Through watsonx, IBM engineers and experts have trained AI models to provide authentic Spanish narration, transcending simple translation to deliver immersive experiences for fans.

IBM and the Masters Collaboration:

For over 25 years, IBM has partnered with the Masters to drive digital transformation and innovation. Today’s announcements build upon a legacy of collaboration, which has seen the introduction of various digital enhancements to the Masters experience.

Quote from IBM Executive:

“The generative AI power of watsonx is enabling IBM and the Augusta National Golf Club to co-create technology solutions that bring the magic of the Masters to life for millions of fans around the world,” said Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM.

About IBM:

IBM is a global leader in hybrid cloud, AI, and consulting, serving clients in over 175 countries. With a focus on innovation and trust, IBM empowers organizations across industries to harness data-driven insights and drive digital transformation.


The introduction of IBM Hole Insights and Spanish language narration represents a significant step forward in enhancing the digital experience for Masters Tournament fans. By leveraging advanced AI capabilities, IBM continues to redefine the intersection of technology and sports, delivering unparalleled engagement and insights to audiences worldwide.

Picture of Anshika Mathews
Anshika Mathews
Anshika is an Associate Research Analyst working for the AIM Leaders Council. She holds a keen interest in technology and related policy-making and its impact on society. She can be reached at
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