Golf is about to undergo a technological revolution through a new partnership between AWS and the DP World Tour. AWS AI will fundamentally change how DP World Tour tournaments are experienced, operated, and broadcast across the globe.
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Here are five ways AWS AI is set to transform the golf experience:
Your personal AI golf commentator
Imagine watching a crucial approach shot on the 18th hole and instantly receiving commentary that's tailored to your interests—in your native language. This is the future of golf. Through AWS's generative AI capabilities, fans will receive instantaneous shot commentary that goes beyond basic distances and statistics. “Building an AI system that understands golf's nuances is incredibly complex” said Nina Walsh, Global Leader, Industry Business Development for Media, Entertainment, Games, and Sports at AWS. "Imagine following a crucial shot on your mobile device and instantly understanding not just the distance, but the historical success rate, the impact of the wind, or how the player performs under pressure – all narrated in your preferred language. That's the experience we want to deliver to every golf fan worldwide."
Agentic AI tournament operations
Behind the scenes, tournament operations are becoming smarter through agentic AI powered by Amazon Bedrock and Amazon Quick Suite. Agentic AI will enable tournament staff to interact with complex information through natural conversation. Staff can ask questions like "Where should we position marshals based on current crowd movements?" or "Which concession areas need additional resources right now?" and receive immediate, data-driven recommendations. This democratisation of data intelligence means the operations team can make optimal decisions in real-time, creating a smoother experience for spectators while maximising operational efficiency.
Intelligent content discovery
Golf has a rich history, but finding specific moments has historically been challenging. That's changing with AI-powered metadata tagging that's transforming the DP World Tour's massive content archive. The system will automatically identify players, shot types, and course features, making decades of golf history instantly searchable. For fans, this means unprecedented personalisation — content creators and broadcasters will have the ability to quickly assemble compelling storylines and historical comparisons that feature your favorite players and add depth to tournament coverage.
AI-powered "virtual twin" experience
For on-site spectators, the second-generation "Virtual Twin" technology powered by AWS will process over one million data points per tournament to create comprehensive digital replicas of each golf course. Using AI to combine historical data, current conditions, and predictive analytics, these virtual representations will provide fans with a deeper understanding of each hole's strategic challenges. Accessible via mobile devices and venue screens, this technology ensures that spectators never miss the action, even when physically located far from where a crucial shot is taking place.
Advancing sustainability goals
AI isn't just transforming the fan experience—it's making golf more sustainable too. The "Green Drive Live" platform will use machine learning to predict and optimise environmental performance across tournament operations. The system will simulate different operational scenarios before events begin, analysing everything from energy usage patterns to waste management strategies. During tournaments, AI will continuously monitor and optimise resource allocation in real-time, displaying progress metrics on venue screens and within the tournament app. This supports the Tour's commitment to become net zero carbon by 2040.
“A golf tournament is one of the most complex events to deliver in professional sport. Instead of a single stadium, we are building a smart city every week, often in remote locations” said Michael Cole, Chief Technology Officer at the DP World Tour. “That is then replicated in 26 different countries around the world, all with different infrastructure requirements. With our tournament services now hosted in AWS, we will be able to deliver a connected and intelligent course with greater consistency and reliability, wherever we are in the world.”
For golf fans, the sport they love is about to become more accessible, insightful, and personalised than ever before, all powered by the transformative capabilities of AI.
