IBM Tees Up watsonx AI-powered Digital Fan Features for the 2025 Masters Tournament

Rhea-AI Summary

IBM and the Masters Tournament have announced enhanced digital fan features for the 2025 Masters Tournament, powered by watsonx AI. The key updates include Hole Insights 2.0, which provides detailed analysis of every shot on every hole at Augusta National, leveraging nine years of Tournament data covering over 180,000 shots.

The system utilizes IBM's Granite LLM technology to deliver data-driven recaps, projections, and historical insights about hole performance. The enhanced solution was fine-tuned using insights from golf experts, including past Masters Tournament caddies.

Additionally, IBM has revamped the Masters app for Apple Vision Pro, offering improved 3D visuals of Augusta National, Video on Demand, and the ability to watch multiple Tournament live streams simultaneously. The 89th Masters Tournament will be held from April 10-13 at Augusta National Golf Club.

Positive

• Integration of advanced AI technology (watsonx) enhancing fan engagement and analysis capabilities
• Expansion of digital offerings with improved Apple Vision Pro app features
• Leveraging extensive historical data (180,000+ shots over 9 years) for enhanced analytics
• Long-term strategic partnership demonstrating technological leadership

Negative

• None.

• Enhanced Hole Insights offers more detailed analysis around historic, in-Tournament and projected play for every hole on course 
• AI Narration in English and Spanish returns, along with revamped Masters Tournament app on Apple Vision Pro

ARMONK, N.Y., April 4, 2025 /PRNewswire/ -- IBM (NYSE: IBM) and the Masters Tournament today announced a series of digital fan features returning to the award-winning Masters app and Masters.com ahead of this year's Tournament. The watsonx AI-powered capabilities – the latest in a 30-year collaboration between IBM and the Masters – aim to deliver a more personalized and engaging experience for millions of new and existing golf fans around the world following all the action at the Masters Tournament.

More strategic shot analysis with Hole Insights 2.0
IBM Hole Insights is returning for its second year as part of the Track Shots experience on Masters.com and the Masters app. The AI driven Insights 2.0 leverages watsonx technologies including the Granite LLM to offer data-driven insights around every shot taken on every hole at Augusta National. This includes:

• Data-driven recaps of how each hole has played daily and throughout the 2025 Tournament (e.g., "No. 14 has played difficult today, with 25% of scores resulting in bogies.").
• Projections of how each hole might play, based on past and current performance data (e.g., "No. 9 is projected to be the third most difficult hole today.").
• Historical insights into how each hole has played, based on nine years of Tournament data – including more than 180,000 shots – and ball position on course (e.g., "Shots historically hit in this location have an 82% chance of resulting in a birdie.").

This year, the solution has been built to provide enhanced, more powerful insights. To enhance the quality of the insights, IBM Consulting fine-tuned Granite and other LLMs on a wealth of sources including historic shot locations, insights from golf experts including past Masters Tournament caddies, and Tournament data spanning nine years and more than 180,000 shots. 

Revamped Masters app on Apple Vision Pro
IBM and the Masters are once again giving fans an immersive view of the action with the Masters app on Apple Vision Pro. This year's updated app offers fans clearer 3D visuals of Augusta National and new features such as Video on Demand. Fans will also experience returning features such as Hole Insights 2.0 and AI Narration.

With the Masters app on Apple Vision Pro, fans can look through different 3D views of each hole, explore the dramatic elevation changes throughout the course, and even watch multiple Tournament live streams simultaneously.

"For more than 30 years, IBM and Augusta National have worked side-by-side to co-create unique digital experiences that bring the beauty, tradition, and excitement of the Masters to millions of golf fans worldwide," said Jonathan Adashek, Senior Vice President of Marketing and Communications. "This powerful combination of people and technology, including watsonx AI models and agents, is a live case study for businesses across all industries on how they too can unlock the  potential of their data to deliver actionable business insights and exceptional customer experiences."

The Masters and IBM have partnered for nearly 30 years to transform Masters data into world-class digital experiences for golf fans. This includes launching Masters.com in 1996, AI Highlights, Round in Three Minutes, My Group, Player Insights, AI Narration, Hole Insights, and the Masters app on Apple Vision Pro.

IBM's partnerships with the Masters and other iconic sporting organizations, including Scuderia Ferrari HP, Wimbledon, the US Open, ESPN Fantasy Football, and UFC, are powered by the same AI and hybrid cloud solutions used by IBM clients across industries to make more informed, data-driven business decisions.

The 89^th Masters Tournament will be held from April 10-13 at Augusta National Golf Club in Augusta, GA. Check out all the IBM watsonx technologies in action by visiting Masters.com or the Masters app available on mobile devices, the Apple App Store and the Google Play Store.

About IBM
IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain a competitive edge in their industries. Thousands of government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM's breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit www.ibm.com for more information.

IBM Media Contact:

Sarah Benchaita
IBM
sarah.benchaita@ibm.com

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SOURCE IBM

FAQ

What new AI features has IBM introduced for the 2025 Masters Tournament?

IBM has enhanced Hole Insights 2.0 with watsonx AI, providing detailed shot analysis, data-driven recaps, and projections for every hole, powered by Granite LLM technology and trained on 180,000+ historical shots.

How does IBM's Hole Insights 2.0 benefit Masters Tournament viewers?

It offers real-time hole performance analysis, historical insights, and predictive statistics for each hole, helping viewers better understand gameplay and potential outcomes.

What improvements has IBM made to the Masters app for Apple Vision Pro?

The app now features clearer 3D visuals, Video on Demand, multiple live stream viewing capabilities, and integration with Hole Insights 2.0 and AI Narration.

How long has IBM been partnering with the Masters Tournament?

IBM has partnered with the Masters for nearly 30 years, starting with the launch of Masters.com in 1996 and continuously developing new digital experiences.