LaLiga Tech and Globant taps Microsoft’s AI technology for sports broadcasting

LaLiga Tech and Globant have joined forces with Microsoft to create digital products and AI solutions to transform sport and entertainment broadcasting.

The new projects underway, are designed to improve the data available to coaches in order to help real-time decision-making, enhance the viewer experience by automatically generating new, personalised content, and to deliver immersive new materials for broadcasters.

The key features include, NRT Multi Language Subtitles which is focused on the automatic generation of multilingual subtitles adapted in Near Real Time (NRT) for all live sports matches using technologies such as Whisper and GPT 3.5, generating additional inclusive features including options for people with hearing impairment. Automatic Sports Content Translations which aims to help sports organisations to increase their engagement with global fans by automatically translating their content to a myriad of languages using GPT 3.5 and GPT 4. Mediacoach Metrics will update LaLiga Tech’s leading sports data visualisation platform to provide additional real-time metrics to each team’s head coach and their assistants. While, Match briefings and highly personalised content will be tailored to fans and clubs, which strengthen fan engagement and reduce churn by providing more relevant content thanks to GPT-3.5 and GPT-4.

Using Microsoft Azure OpenAI Service, LaLiga Tech will have access to AI tools such as advanced data analytics, natural language processing, and machine learning. This solution enables them to harness the power of the most advanced AI models (including OpenAI GPT-4 and GPT-3.5), combined with Azure business services and AI-optimized infrastructure.

The project will be extended to other sports such as basketball, rugby and tennis, as well as football.

Ignacio León, enterprise commercial lead of Microsoft Spain, said “Our relationship with LaLiga represents a significant milestone in our longstanding collaboration, where we have successfully developed digital products and solutions that have redefined the landscape of sports and entertainment. We are excited about the possibilities that AI brings to this area, and we remain committed to using our technology to drive positive change and enhance the sports industry for everyone involved,”

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