03
Accelerating
process
optimization

NFL →
FORMULA 1 →

Accelerating process optimization

Sports marketers are often tasked with engaging millions (sometimes billions) of fans across various channels.

Gen AI–powered tools can automate production of personalized, dynamic content at scale, ensuring fans receive timely, relevant information. For instance, gen AI can generate tailored social media posts that highlight a fan’s favorite player during a live game. By optimizing internal processes with gen AI, sports organizations can streamline marketing efforts, achieve cost savings, and enhance fan experiences.

Improvements of 30%–45% in the productivity of customer operations can be achieved by applying gen AI to process optimization tasks.⁶

⁶ "Beyond the hype: Capturing the potential of AI and gen AI in tech, media, and telecom," McKinsey & Company, February 2024

How the NFL streamlines game-day analytics with 99% accuracy

Challenge – The increasingly global NFL needed gen AI capabilities to enhance operational processes, particularly its use of sports analytics. A key area of focus was the creation of the "pressure probability" stat model—a machine learning (ML)–based model developed by AWS in 2023 that weighs the likelihood of a quarterback facing pressure during a passing play.
Solution – To deliver the stat model for the NFL, AWS processed over 90,000 passing plays using player tracking data and integrating critical variables. In parallel, AWS engineers automated the identification of blockers and rushers—replacing an error-prone and time-consuming manual task.
Result – By utilizing advanced ML models, including graph neural networks, AWS has streamlined the pressure probability stat process, achieving over 99 percent accuracy in identifying player roles on the field.

Learn more about how the NFL innovates on AWS

_“_{AWS gives us a strong statistical backing and saves us time. Instead of fighting with code to try and make the right parameters, exact models, and appropriate features, we’re able to focus on using our subject matter expertise to think about the problem from a football perspective.}_”_⁷

Keegan Abdoo, Research Analytics Manager, Next Gen Stats Analyst, NFL

⁷ “Beyond the box score: AWS and NFL AI-powered Tackle Analysis,” AWS Blog, September 2024

How Formula 1 transforms its time-intensive processes

Challenge – How do you tell the story of a prestigious motor race in a trophy? The team comprising the Formula 1 and AWS partnership was challenged with exploring world-first trophy designs to capture the elegance of a historic Formula 1 tradition.
Solution – By leveraging the Amazon Titan Image Generator in Amazon Bedrock, the team experimented with a range of gen AI prompts. That provided hundreds of trophy concepts for the Formula 1 AWS Grand Prix du Canada 2024, allowing Formula 1 to optimize the creative process and rapidly iterate on ideas.
Result – The streamlined AWS approach enabled Formula 1 to produce an innovative and visually stunning trophy while demonstrating how gen AI can enhance and accelerate design workflows in a traditionally time-intensive process.

Learn more about how Formula 1 innovates on AWS

_“_{We needed a technology provider that would help us innovate faster and push our organization into the future, and AWS was a clear choice to partner with.}_”

Ross Brawn, Managing Director of Motorsports, Formula 1

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