How IBM and USTA Use AI to Enhance Fan Engagement
IBM and the United States Tennis Association (USTA) have launched a suite of AI-powered digital features for the 2025 US Open, designed to deliver millions of tennis fans worldwide highly customised, real-time coverage throughout the prestigious two-week tournament.
The innovations demonstrate how advanced AI and hybrid cloud technologies are redefining fan interaction and sports broadcasting in the digital age.
Match chat: real-time interactive AI assistant
Leading the new lineup is Match Chat, an AI-driven assistant available live during and after all 254 singles matches. Fans engage by selecting pre-written prompts or typing questions about player statistics, head-to-head records, match insights and even player name pronunciation, such as "who has converted more break points in the match?"
Built using IBM's watsonx Orchestrate technologies, including AI agents and large language models like IBM Granite, Match Chat is trained on the US Open's editorial style and harnesses real-time data to provide relevant, instant responses.
Enhanced IBM SlamTracker and AI commentary
Returning for 2025, the IBM SlamTracker offers fans live "Likelihood to Win" projections that update nearly in real-time during singles matches. The probabilities dynamically shift based on AI analysis of player stats, expert input and the momentum flowing through each contest.
Complementing the data-driven insight, AI Commentary delivers AI-generated audio and English subtitles for highlight videos, bringing a deeper understanding of key moments in men's and women's singles post-match coverage.
Key points: instant summaries for busy fans
Building on user convenience, Key Points, powered by watsonx, provides three-bullet summaries of articles, tournament data and match analysis on the US Open app and website.
With a simple click, fans receive clear "TL;DR" recaps of complex content, making it easier to follow developments without missing important details.
AI demand confirmed in new global survey
The rollout coincides with a new global survey from Morning Consult, commissioned by IBM, revealing that 86% of tennis fans worldwide value AI-powered features. Real-time insights and personalised highlights rank as central factors driving engagement in modern sports content.
IBM's Jonathan Adashek, Senior Vice President of Marketing and Communications, comments, "As fan engagement and content consumption habits evolve, IBM and the USTA are at the cutting edge – leveraging data and AI to create unique digital experiences that bring the excitement of the US Open to life for audiences around the world.
"We're applying the same powerful technologies that we use with client partners across all industries to meet the demands of tennis fans, deepening the connection to the players and game we all love.
"Working with IBM, we developed a long-term technology roadmap that has transformed how we operate and connect with fans.
"IBM took the time to understand our vision for the US Open and together we identified the hybrid cloud and AI capabilities needed to bring it to life.
"Today, those efforts are paying off, delivering real-time insights that enrich the fan experience, while significantly improving the reliability, scalability and efficiency of our digital platforms and behind-the-scenes operations."
Setting a new standard in sports digital experiences
IBM and the USTA's collaboration highlights how AI-driven platforms can transform large-scale sports events, providing unprecedented personalisation and interactivity for global audiences.
The integration of cutting-edge hybrid cloud infrastructure and AI enhances operational efficiencies while responding to growing consumer demand for dynamic, data-rich fan engagement.
For telecommunications and technology companies, the innovations offer a template for leveraging AI to elevate user experience and deepen customer loyalty in the increasingly digital sports entertainment landscape.
