IBM at the Masters

The Masters digital experience

An app beloved by players and patrons alike

For 30 years, IBM has worked side-by-side with the Masters to design, develop, and deliver the award-winning digital experience of the Tournament. The experts at IBM Consulting advance that experience year after year, taking advantage of the latest technology while preserving the timeless beauty and tradition of the Masters. The result? An elegant, world-class digital companion that engages, educates, and entertains millions around the world.

Download the Masters app on the iOS App Store

Download the Masters app on the Google Play Store

Hole Insights

Understand the context of every shot, with instant, AI-generated historical analysis of risks and rewards.

Flat-style illustration with digital assistant UI dialogs and common app integration options

My Group

Create a personalized video feed of all your favorite players, with AI-curated highlights from elsewhere in the Tournament

Hybrid UI workflow illustration of digital experience monitoring on IBM Instana Observability platform

Round in 3 Minutes

Watch AI-generated video highlight reels of every round by every player

Masters Vault

Relive your favorite Masters moments with AI-powered, natural language search of video archives

The Masters Vault

Finding your Masters moments with AI-powered search

The Masters Vault houses hundreds of hours of archival video from every Masters since 1968. Because video files are notoriously difficult to search, the IBM Consulting team used optical character recognition, speech-to-text transcription of broadcast commentary, and scene detection to analyze footage and attach metadata to thousands of specifc shots. The feature uses a dozen AI agents to execute the searches -- all monitored and managed by watsonx Orchestrate making Masters moments easier to find than ever before.

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The Masters is a smarter business

Driving efficiency, agility, and innovation for the Masters Digital team

The key to delivering engaging fan experiences is the Masters digital platform. Built on a hybrid cloud infrastructure, the platform is designed for scale, speed, and flexibility. It ingests a massive volume and variety of data from multiple sources and uses a host of AI services from IBM watsonx to transform that data into the content, insights, and features found on the Masters app and website. All of which enables Masters Digital team to increase productivity, decrease costs, and develop a steady stream of innovative features for fans to enjoy.

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Technology and tradition: This data visualization shows more than 200,000 shots taken over the last 10 years at the Masters.

From data to digital experiences

Each shot at the Masters produces more than 30 distinct data points. This is how the Masters uses the core capabilities of a smarter business to turn that data into value, including the fan-favorite features found in the Masters app.

Capturing data from every shot

The moment a shot lands, the exact x, y, and z coordinates of its location and video of the shot are captured and collected. This happens more than 20,000 times throughout the tournament.

From the course to the hybrid cloud

The video and shot data are instantly routed to a variety of clouds from multiple vendors in several different locations. In this hybrid model, the Masters takes advantage of the unique strengths of each cloud service.

Instant AI-generated insights

AI is applied to the data, wherever it resides. More than two dozen AI agents work together to enable features like Hole Insights, My Group and the search capability in the Masters Vault.

Delivered with efficiency and automation

The entire operation is monitored and managed by a series of automated services that provision cloud resources, improve application performance, and even identify opportunities to save money.

Beyond the Masters

The same capabilities that power the Masters digital experience are transforming the digital operations of IBM clients around the world.

Dynamiq is using AI-powered legal agents to help accelerate decision-making, reduce manual work and improve compliance.

UFC fans are getting more insight about fights and fighters with the help of generative AI and AI agents.

EY is collaborating with IBM on an AI-powered solution designed to streamline global data management and automate tax compliance.

The Scuderia Ferrari HP Formula 1 racing team is tapping into the power of AI to drive fan engagement with data-driven insight.

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