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Transforming the Way We Experience Sports with Generative AI
Sports have always been a source of excitement and connection for people around the world. Whether it’s watching a football match, following Formula One (F1) races, or enjoying equestrian events, fans are drawn to the thrill and unpredictability of these activities. While many have long enjoyed fantasy leagues or reliving memorable moments online, the rise of generative artificial intelligence (Gen AI) is set to change how we engage with sports entirely.
Samira Panah Bakhtiar, General Manager of Media & Entertainment, Games, and Sports at Amazon Web Services (AWS), shared insights on how technology is revolutionizing the fan experience. From enhancing live coverage to reducing environmental impact, AWS is playing a key role in shaping the future of sports.
F1 Insights: Data Meets Innovation
Formula One has always been known for its high-speed action, strategic decisions, and behind-the-scenes team radio conversations. With AWS’s help, F1 is now using AI to elevate the viewer experience by analyzing vast amounts of data in real-time.
“AI can help predict the overtake rate of a driver against another,” Samira explained. “We recently introduced a burn metre that assesses how much gasoline is being burned based on a driver’s velocity during a turn or an overtake. This information helps teams manage their fuel strategy more effectively.”
This level of detail not only enhances the race but also gives fans a deeper understanding of the sport. Similarly, Germany’s Bundesliga is leveraging AI to calculate the probability of a goal and track the speed and velocity of kicks. Fans can access these stats through their apps, leading to a 68% increase in app engagement.
Reducing Emissions and Costs in Sports Coverage
AWS has also partnered with the European Football League (ELF) to streamline live coverage production. By using cloud-based solutions, the ELF has reduced the need to transport editors, graphic artists, and other crew members to events. This shift not only cuts costs but also significantly reduces carbon emissions.
“This approach has helped save over 300 tonnes of CO2 emissions across a season,” Samira said. “That’s equivalent to the energy used by 40 average homes in a year.”
By making sports coverage more cost-effective, AWS is enabling broader access to sporting events. “With lower costs, more sports can be covered,” she added. “This means more content for less popular sports, which is great for fans like me who love equestrian events.”
The Future of Entertainment and Fan Engagement
As Gen Z becomes a dominant force in entertainment, the way content is consumed is evolving. Samira highlighted that 47% of this generation prefers social media and short-form content over traditional streaming or linear content. Gaming comes second, followed by audio and music.
“The entertainment industry generated over a trillion dollars in revenue last year, with 35% from online video and 25% from games,” she noted. “This trend is only growing.”
For companies willing to embrace innovation, cloud computing, AI, and purpose-built services offer opportunities to reshape the entertainment landscape. Samira envisions a future where entertainment is multi-dimensional, highly personalized, and extremely interactive.
A New Era of Sports and Content
With AI continuing to break down barriers, fans can expect more immersive experiences, greater access to diverse sports, and a more sustainable approach to event production. As technology evolves, the way we watch and engage with sports will continue to transform, making it more inclusive and exciting for everyone.
