On April 4, 2025, IBM and the Masters Tournament announced the return of digital fan features in the Masters app and on Masters.com. The enhancements include AI-powered capabilities from watsonx, continuing a collaborative effort of 30 years.
IBM's Hole Insights, now in its second year, is a major feature of the Masters' digital offerings. Known as Insights 2.0, it uses watsonx technologies like the Granite LLM to offer detailed, data-driven analyses of every shot on the Augusta National course. The insights include daily and historical data about player performance on each hole, enabled by IBM Consulting's fine-tuning of Granite and other models with data from past tournaments and experts.
The updated Masters app on Apple Vision Pro will offer 3D visuals and new features such as Video on Demand. Returning features include Hole Insights 2.0 and AI Narration, providing fans with multiple live stream options and immersive views of the course.
Jonathan Adashek, IBM's Senior Vice President of Marketing and Communications, noted, "For more than 30 years, IBM and Augusta National have worked side-by-side to co-create unique digital experiences that bring the beauty, tradition, and excitement of the Masters to millions of golf fans worldwide." He emphasized that the collaboration serves as a case study for using technology to enhance customer experience and business insights.
Over the years, the joint efforts by IBM and the Masters have led to various innovations, including the initial launch of Masters.com in 1996. IBM's technology partnerships aren't limited to the Masters but extend to other notable organizations like Scuderia Ferrari HP and Wimbledon, reflecting the broader application of their AI and cloud solutions in different industries.