The challenge
At the Masters Tournament at Augusta National Golf Club, every moment matters. Every shot is scrutinized. And millions of patrons around the world expect a digital experience as polished as a championship swing, worthy of the legendary event itself.
With decades of proprietary data—including 50+ years of tournament video archives and 10+ years of shot-level data capturing play as it happens across changing course conditions—the challenge becomes how to keep raising the bar and keep every patron engaged, no matter where or how they’re watching this iconic event.
For CEOs, this is a familiar fairway: how to find new ways to apply advanced AI to elevate customer experiences, and deliver something competitors simply can’t match.
The stakes
When insight can’t keep pace with the moment, even the strongest game can lose momentum.
At the Masters, lag isn’t an option. Patrons expect real-time insights—delivered with context to deepen appreciation without distraction. For Augusta National Golf Club, evolving the digital experience demanded a partner that could innovate continually while honoring tradition.
Making customers feel seen, heard and valued matters in any business, because losing their trust and loyalty can shift the advantage to competitors waiting in the wings.
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The Masters is more than a sports story. It’s a showcase of the power of AI. ”
The game plan
Building on a multi-decade partnership, Augusta National Golf Club and IBM have evolved the Masters digital platform by transforming decades of tournament and play data into contextual intelligence as each round unfolds.
At the height of tournament play, 49 specialized AI agents and 9 digital workers work together—each responsible for a focused task such as shot analysis, historical comparison or storytelling—to deliver insights to millions of patrons through the Masters app. Every moment lands with impact.
The result feels effortless but the engineering behind it is beautifully complex. And it delivers.
A successful digital experience brings patrons closer to the game they love. By transforming data into insight in the moment, the Masters doesn’t just keep up with play—it stays one stroke ahead.
By combining valuable, proprietary data with powerful agentic AI, the Masters continues to redefine its digital patron experience. But it’s more than a sports story. It’s a showcase of the power of AI, what’s possible when innovation pairs with purpose. The Masters digital platform proves that organizations across industries can apply AI in ways that matter to them—using what’s uniquely theirs to drive deeper connections, build lasting loyalty and deliver performance that stands the test of time.
UFC bridges the gap between action and insight with AI
On fight night, timing, precision, and performance decide everything—not just for the fighters. UFC applies the same game plan to live broadcast. With IBM, the organization trained AI to deliver real‑time insight for every bout, elevating analysis on MMA’s biggest stage. See how data, AI, and purpose came together to transform performance, storytelling and fan experience at speed.
A future built on Wimbledon’s glorious past. Advantage: AI.
When the Wimbledon Championships needed to modernize operations without compromising 149 years of tradition, leadership called on IBM. With AI-powered innovation such as tools that turn match data into timely insights, fans engage more with the action unfolding on the court. Stakeholder relationships can grow stronger, and the digital foundation can support the next generation of tennis.