Paris 2024 Olympics: AI Enhance Talent Spotting, Fan Experience

The Paris 2024 Olympic Games have marked a milestone in the integration of artificial intelligence into the sports arena. This emerging technology is revolutionizing the event experience by facilitating the identification of future athletes, optimizing athlete operations, and enhancing the spectator experience. 

The AI-powered experience begins at the Stade de France, where Intel, the official AI partner for the Paris 2024 Olympic Games, has developed an interactive booth for spectators. At the booth, attendees can perform AI-assisted physical tests, evaluated through cameras that capture their body measurements. They then perform exercises such as running in place, squeezing devices, and touching flashing lights to measure their reactions and physical capabilities.

This customized technology uses AI algorithms to analyze participants' physical strengths and weaknesses and determine which sports they might excel at. The results are presented in an accessible format, providing users with an assessment of their performance in sports such as soccer, sprinting, or table tennis.

“This tool not only enriches the viewer experience, but also has the potential to identify emerging sports talent globally,” reports Euro News.

One notable application of this technology is its use for talent spotting in developing countries. Intel has tested a version of its technology in Senegal, in collaboration with the International Olympic Committee (IOC). In this test, more than 1,000 young people participated, of whom 48 were identified as high-performance athletes. These young people will be included in a special program run by the Senegalese National Olympic Committee.

“You can reach areas at very low cost and find out how to find athletes in all corners of the world and for all sports. I expect this technology has a role to play and we believe it is going to provide many more opportunities for athletes around the world,” said Sarah Vickers, director, Intel's Olympic and Paralympic Office. 

AI is also improving the experience for today's Olympic athletes. Intel has developed a chatbot that allows athletes to ask queries about practicalities, such as navigating Paris, restaurant recommendations, and managing accreditations for family members. This resource provides real-time answers, simplifying administrative processes and allowing athletes to focus on their performance.

Additionally, the IOC's AI tool for social media monitoring is helping to protect athletes from online abuse. This technology collects data to identify and address cases of abuse, contributing to the safety and well-being of participants during the Games.

Public Perspectives and the Impact of AI

The “Fan Engagement and Consumption of Sports Shifting” study by IBM assessed how AI is impacting the fan experience. The study, conducted in partnership with Morning Consult, surveyed more than 18,000 fans in 10 countries, revealing that personalization and fast information are top priorities for sports fans.

The study results highlight that 63% of respondents see data analytics as having the most positive impact on sports, underscoring the importance of personalization and fast information, two key aspects driven by AI. Among fan preferences, real-time updates and personalized content are identified as the most valued features, at 34% and 29% respectively.

The research also reveals a notable difference in consumption behavior between age cohorts. Younger fans, specifically those aged 18-29, show a greater inclination toward using multiple devices and digital platforms to follow sporting events. This group is more likely to use three or more devices simultaneously to watch sporting events, with 10% of them adopting this practice, compared to only 2% of older fans.

In terms of viewing methods, the study highlights that, although television remains the primary medium for watching sports, mobile devices and streaming are gaining popularity. 64% of fans prefer linear TV or streaming to watch sports, while 28% opt for subscription streaming services and 23% use free streaming services. Finally, 38% of respondents consider mobile devices as an important secondary option for sports content consumption. 

Innovations in Timing and the Viewer Experience

On the timing front, Omega, the official timing provider for the Paris 2024 Olympic and Paralympic Games, has integrated advanced AI-powered tools to ensure accurate results.

One such tool is a specialized strobe technology used in events such as athletics and diving. The strobe captures high-speed burst images, enabling detailed, real-time analysis of athletes' movements. This technology makes it possible to monitor athletes' movements, ensuring that running times and jumping distances are accurately measured.

In addition to timing accuracy, AI is also improving the spectator experience. NBC has integrated AI into its Peacock app to create daily playlists that highlight highlights of sporting events, tailored to each user's individual preferences, skipping general content. 

NBC Universal has also launched “OLI,” an AI-based chat system that allows users to query live event schedules and locations, as well as information about athletes, teams and countries, using natural language chat. In addition, OLI also offers personalized recommendations based on time of day, time zone and event calendar, enhancing the viewing experience by providing quick access to real-time coverage.