Bringing the fairway to every fan

For 30 years, IBM has worked side-by-side with the Masters to design, develop, and deliver the award-winning digital experience of the Tournament. The experts at IBM Consulting advance that experience year after year, taking advantage of the latest technology while preserving the timeless beauty and tradition of the Masters. The result? An elegant, world-class digital companion that engages, educates, and entertains millions around the world.

The Masters Vault houses hundreds of hours of archival video from every Masters since 1968. Because video files are notoriously difficult to search, the IBM Consulting team used optical character recognition, speech-to-text transcription of broadcast commentary, and scene detection to analyze footage and attach metadata to thousands of specifc shots. The feature uses a dozen AI agents to execute the searches -- all monitored and managed by watsonx Orchestrate making Masters moments easier to find than ever before.

The key to delivering engaging fan experiences is the Masters digital platform. Built on a hybrid cloud infrastructure, the platform is designed for scale, speed, and flexibility. It ingests a massive volume and variety of data from multiple sources and uses a host of AI services from IBM watsonx to transform that data into the content, insights, and features found on the Masters app and website. All of which enables Masters Digital team to increase productivity, decrease costs, and develop a steady stream of innovative features for fans to enjoy.