top of page

Fox Sports Enhances Collaboration with Google Cloud to Incorporate AI

Fox Sports has announced an expansion of its partnership with Google Cloud, tapping into the power of generative artificial intelligence (AI) technology. This strategic move enables Fox Sports to revolutionise its content creation by extracting valuable insights and generating new materials from its extensive audio and video archives.

The centerpiece of this collaboration lies in Google's Vertex AI Vision platform, a cutting-edge solution capable of processing vast volumes of data derived from live sporting events. Leveraging advanced computer vision technology, this platform not only comprehends on-field actions but also augments the understanding with contextual information and metadata.

A wealth of resources, including millions of hours of game footage, live commentary, and static images, has already been meticulously organised within the platform. The implications of this groundwork are profound – Fox Sports gains the capability to generate fresh, compelling content tailored for television shows, social media engagement, digital channels, and promotional initiatives.

The roots of Fox Sports' association with Google Cloud trace back several years, with the development of Fox Sports' Intelligent Asset Service (IAS). This automated media management platform effectively eliminated the constraints of the previous paper-and-tape management system, streamlining operations across major Fox Sports broadcasts. The success of IAS paved the way for the logical progression into the realm of generative AI.

Brad Zager, President of Production and Operations and Executive Producer at Fox Sports, highlighted the transformative impact of Google Cloud's technology. He emphasised, "Compared to previous media management workflows, our team is able to swiftly find relevant content, which is critical in the business of live sports."

Thomas Kurian, Chief Executive of Google Cloud, echoed the sentiment, emphasising the commitment of Fox Sports to delivering top-notch experiences to its audience across platforms. He stated, "By choosing Google Cloud’s AI technologies, Fox Sports is not only maximising its content production capabilities, but also delivering transformative viewing experiences that keep its audiences engaged and entertained."

The integration of AI in the sports industry is not novel, as cloud-based asset management systems and machine learning algorithms have already redefined creative possibilities. However, the incorporation of generative AI marks a significant leap forward, opening doors for the creation of entirely new content formats.

Building upon their existing cloud-based foundation, Fox Sports is set to simplify workflows for its production teams, elevate broadcast quality, and enhance digital platform engagement through generative AI. This move resonates with a broader trend, as other rights holders are exploring similar avenues. IBM, for instance, is developing automated audio commentary for prestigious events like the Masters golf tournament, Wimbledon, and the US Open tennis Grand Slams, leveraging AI capabilities.

The transformative potential of generative AI is vast, extending beyond sports into realms such as digital assistance and automated marketing. As Fox Sports and Google Cloud lead the way, the fusion of sports and technology continues to redefine the boundaries of content creation and audience engagement.


bottom of page