02
Boosting
workforce
productivity

MLSE →
FORMULA 1 →

Boosting workforce productivity

Sports marketers are challenged to create personalized and engaging content for diverse fan segments—from dedicated supporters to casual spectators—and across multiple channels—such as social media, email, and team websites. Often, they must do so with limited resources.

Gen AI can automatically generate personalized email copy, social media posts, and website content for each fan segment, giving marketers more time and resources to focus on strategic planning and execution. Gen AI can also analyze fan engagement data to suggest relevant content topics and messaging angles. These capabilities allow marketers to accelerate time to market—and deliver agile campaigns that increase fan engagement.

⁴ “The economic potential of generative AI: The next productivity frontier,” McKinsey Digital, June 2023

60%–70% of the time employees now spend on work activities could be absorbed by the automation of AI and other technologies.⁴

How MLSE delivers fast-break content to fans

Challenge – Maple Leaf Sports & Entertainment (MLSE)—owners of the Toronto Maple Leafs, Toronto Raptors, Toronto Football Club (FC), and Toronto Argonauts—looked to AWS to help enhance team productivity and uncover new ways of engaging fans with gen AI.
Solution – In fall 2024, MLSE debuted a gen AI–powered web-based video editor that allows its editors to quickly and easily tap into a wealth of content—and entertain fans like never before. Leveraging Amazon Bedrock, the solution can quickly and cost-efficiently search the company’s full content library at extremely low latency.
Result – By enabling staff to search for and access clips directly— instead of relying on a media team to pull them—the new solution reduces an hours-long process to only minutes and allows editors to develop and post creative content faster. Encouraged by these results, MLSE is considering new gen AI applications for scouting, contracts review, and coaching assistance.

Learn more about how MLSE brands innovate on AWS

_“_{With gen AI, we can mine neglected aspects of videos…to create content tailored to each fan…This revolutionary approach allows creative teams to focus on high-level strategy while providing an unprecedented scale of personalized, engaging content.}_”_⁵

Farah Bastien, Director, Data Science & Engineering, Technology & Digital Office, Maple Leaf Sports & Entertainment

⁵ “Maple Leaf Sports & Entertainment debuts generative AI video editor to deliver content to fans faster,” AWS Blog, September 2024

How Formula 1 streamlines root-cause analysis during race events

Challenge – A fragmented infrastructure and siloed technology teams were limiting overall productivity across Formula 1’s digital operations, requiring greater reliance on human expertise to resolve issues.
Solution – Formula 1 implemented an AWS-powered AI solution that significantly enhances workforce productivity by streamlining the need to manually analyze data during race events.
Result – By leveraging gen AI for causal inference, the AWS solution centralizes data, automates performance monitoring, and provides natural language querying—allowing internal teams to quickly address issues that help reduce downtime and ensure the smooth running of race events.

Learn more about how Formula 1 innovates on AWS

_“_{We had a recurring issue with a Web API which was slow to respond at peak load…[that] took the teams around 10 full engineering days over several Grands Prix [to fix]…With the RCA tool, the team could narrow down the root cause and implement a solution within hours.}_”

Lee Wright, Head of IT Operations, Formula 1