Technology company IBM and the Masters Tournament have introduced new AI-powered features on the Masters app and website, to help golf fans quickly find historic moments and better understand every shot in real time.
A key update is the revamped “Masters Vault,” now an interactive video archive covering more than 50 years of final-round broadcasts. Fans can search using simple, chat-style prompts to instantly locate specific highlights. The feature uses IBM’s watsonx platform, including Granite small language models and watsonx Orchestrate, to scan full-length replays and return precise clips.
Masters Vault Search combines optical character recognition, speech-to-text transcription, and scene detection to analyze footage. It also pulls from a historical database with tournament results dating back to 1968 and detailed shot data from 2015 onward.
Another returning feature, AI-powered Hole Insights, now offers more detailed analysis for every shot taken during the tournament. The system tracks where the ball lands, compares it with historical data, and calculates probabilities for outcomes such as birdie or par. For example, it can show the likelihood of scoring outcomes from a specific position on the course, tailored to each player and situation.
“The Masters Tournament and IBM have continually raised the bar on unique digital experiences that blend cutting-edge technology with the timelessness of Augusta National Golf Club,” said Jonathan Adashek, SVP of marketing and communications at IBM. “These updates show how AI can turn large volumes of data into useful insights for fans and businesses alike.”
The new features build on a 30-year partnership between IBM and the Masters, expanding a suite of AI tools that already includes AI Highlights and personalized viewing options.