Amazon Web Services Inc. is trying to maintain its eye on the ball for generative synthetic intelligence and cloud computing know-how within the enviornment.

“The cool thing about sports is it lets us at AWS tell the story of technology and the cloud and that power in a really accessible, compelling way for the average person,” mentioned Julie Souza (pictured), head of sports activities and international skilled providers at AWS.

Souza spoke with theCUBE business analyst John Furrier on the “Supercloud 5: The Battle for AI Supremacy” event, throughout an unique broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They mentioned the methods enterprise know-how is altering the sports activities world and the way leagues are studying to interact with followers in a brand new means.

Bringing sports activities into the fashionable period

By collaborating with high-profile organizations, such because the National Hockey League, AWS hopes to propel sports activities leagues into the longer term with superior information analytics.

“We’re really analyzing all of the trends and areas of opportunity for innovation in sport,” Souza help. “Data … is a huge part of that. We’re collecting data in copious volumes that we never collected in sports before.”

Data assortment on this scale might enable sports activities leagues to critically study rule modifications, give them necessary enterprise insights and higher empower them to raised have interaction with followers.

“It’s a very collaborative process, and that’s what makes it so great is that you’re working together towards a common goal to elevate a sport,” Souza mentioned. “How do we share data about fans to super serve them?”

Not all sports activities organizations are on the identical web page about bringing excessive tech into the world, however the shift is already occurring, in keeping with Souza. One instance is the National Football League’s new sports activities solid, which animates video games with “Toy Story” characters by participant monitoring information.

“Everybody sees that the future [of tech in sports] is somewhat inevitable, and the future’s actually now,” Souza mentioned. “Fans are going to push them [sports leagues] to deliver that sort of high-end technical experience.”

One of the largest shifts is happening on streaming platforms, which might now ship personalised sports activities content material for customers.

“Functionality and engagement and personalization will ultimately be built into the streaming environment,” mentioned Souza, who seems to be ahead to a way forward for “fan-driven” sports activities. Generative AI, specifically, has the potential to ship extremely personalised content material based mostly on information collected by providers similar to AWS.

Another a part of the trail towards modernizing sports activities is reside cloud manufacturing, which permits broadcasts to be edited within the cloud in actual time.

“You’re going to start to see the sports industry realize that [live cloud production] is more economical,” Souza mentioned. “Your carbon footprint is far reduced, and you can attract a diversity of talent if you start producing in the cloud.”

As the world of sports activities transitions into an period of tech-fueled innovation, athletes must change alongside it in the event that they don’t need to fall behind.

“The nascent athletes of today … they’re studying and they’re leaning into tech, they’re leaning into data science,” mentioned Souza, who sees information analytics as the trail to profession longevity.

AWS has solely began to get the ball rolling with its sports activities know-how, so sports activities followers must wait and see if the cloud large hits it out of the park.

Here’s the entire video interview, a part of SiliconANGLE’s and theCUBE’s coverage of the “Supercloud 5: The Battle for AI Supremacy” event:

Photo: SiliconANGLE