IBM @ The Masters

IBM knows the Masters’ course better than a seasoned caddy. As their sole tech sponsor for 25+ years, they’ve meticulously analyze every inch of Augusta National and translated this data into award-winning, AI-enabled golf experiences. The task my team was presented with was figuring out how to infuse humanity into IBM’s latest tournament offerings. To do so, we tapped the Masters’ photography vault for iconic imagery that could bring tech features to life. The work was leveraged for a program ad series and the tagline went on to be used for TVC.

AD: Shawna Klein // SVD: Cristina Kashima

TVC

Print Series

IBM is creating an unparalleled Masters experience. Every shot on every hole is analyzed by IBM watsonx™ AI to generate in-depth insights that immerse fans in the action like never before. This is golf on AI: ibm.com/masters

IBM designed AI Narration to give voice to every shot at the Masters. Developed with input from golf experts, IBM® Granite™ AI models help enhance video highlights by generating succinct narration that’s delivered in seconds, ensuring fans never miss a single shot. This is golf on AI: ibm.com/masters

IBM automation through IBM Instana® monitors the digital infrastructure that powers the Masters app and masters.com. Issues are detected and remedied in one second, so the latest insights are at fans’ fingertips. This is golf on AI: ibm.com/masters

IBM built Hole Insights to provide fans with analysis for every shot on every hole. IBM watsonx™ AI analyzes 180,000 historical shots from the past nine Tournaments and compares them to current round data. This is golf on AI: ibm.com/masters