01
Enhancing
customer
experiences

PGA TOUR →
FORMULA 1 →

Enhancing customer experiences

Captivating sports fans and delivering unforgettable experiences is a constant challenge—with diverse preferences, evolving trends, and the need for personalization presenting hurdles for marketers.

Gen AI empowers marketers to create highly tailored content that resonates with fans on an emotional level. From compelling copy to immersive virtual experiences, gen AI–powered solutions amplify creativity and accelerate time to market—increasing fan engagement and audience growth while deepening brand loyalty.

60% of marketing departments are expected to use gen AI for the creation of personalized and dynamic content by 2025.²

² Green & Frank,“Use Generative AI to Enhance Content and Customer Experience,” Gartner, July 2024

How PGA TOUR^®wins on (and off) the course

Challenge – PGA TOUR was looking to explore how gen AI could transform fan engagement, empower players and broadcasters, and increase internal efficiencies.
Solution – PGA TOUR partnered with AWS, using Amazon Bedrock and Amazon Kendra to capture and analyze data and create content that better served partners, fans, players, and broadcasters. One specific effort involved PGA TOUR creating a prototype virtual assistant in collaboration with the AWS Generative AI Innovation Center.
Result – The establishment of a cloud-based generative AI assistant lets the PGA TOUR present its vast data source to multiple internal and external stakeholders. As the sports generative AI landscape evolves, it enables the creation of new content. With AWS AI, the PGA TOUR rolled out an AI automated commentary feature in its revolutionary TOURCAST in 2025, bringing expansive coverage of the 30,000-plus shots during a given tournament direct to the fan via the PGA TOUR’s app and website. The PGA TOUR is continuing to find ways to leverage their proprietary data, and is looking to grow TOURCAST AI shot commentary into a multi-modal feature with text, voice and video so fans can customize their optimal and personalized viewing experience.

Learn more about how PGA TOUR innovates on AWS

_“_{We are working to leverage Amazon Bedrock and our proprietary data to create new and exciting ways to engage our fans and support our players, partners and media operations.}_”

Scott Gutterman, SVP of Broadcast & Digital Properties, PGA TOUR

How Formula 1 drives deeper fan engagement

Challenge – As part of the Formula 1 Insights portfolio powered by AWS, Formula 1 needed gen AI capabilities to mine its historical data repository (HDR) for statistics to be used in worldwide race broadcasts.
Solution – Formula 1’s AWS-powered Statbot—an advanced retrieval augmented generation (RAG) tool—assists its production team in quickly sourcing facts and statistics from Formula 1 data sources, such as HDRs, in preparation for, and during, Formula 1 race weekends.
Result – The Formula 1 tool has dramatically enhanced viewing experiences by adding detailed, interactive content and improving engagement, especially for fans craving insights on race dynamics.

Learn more about how Formula 1 innovates on AWS

_“_{With Statbot, what we’ve done is augment F1’s human capability. Using natural language prompts with gen AI allows F1 to get answers back from the historic data repository far quicker than previously possible.}_”_³

Neil Ralph, Principal Sports Industry Specialist, AWS

³ “How AWS and F1 are bringing a new level of insight to the 2024 British Grand Prix,” AWS, July 2024