Published: July 22, 2024

Team USA, NBC and Google Ink Deal to Bring AI to Olympics

By Movieguide® Contributor

With the Paris Olympics’ opening ceremony less than a week away, Team USA and NBC have announced a revolutionary deal with Google to integrate the tech company’s AI offerings into coverage of the games.

“We are thrilled to announce Team USA’s partnership with Google,” said Sarah Hirshland, CEO of the U.S. Olympic and Paralympic Committee. “This collaboration is more than just a sponsorship; it’s a powerful alliance that brings together the best technology and sports.”

“By working with Google and NBCUniversal, we are ensuring that our athletes’ stories are told in the most dynamic and engaging ways possible,” Hirshland continued. “This partnership will inspire millions and amplify the incredible efforts of Team USA as they compete on the world stage.”

The partnership will highlight new features from Google that are made possible by its AI, Gemini. The broadcast features that will be enhanced by AI include “Explain the Games with Google,” where NBC broadcasters will use Gemini explore questions about the Olympics; “Try it with Google Gemini,” where Gemini helps commentators learn new sports; “One Day in Paris,” where select Olympic athletes explore the host city with the aid of AI; and “Enhanced 3D Broadcasts,” where Google-powered immersive maps will provide photorealistic views of iconic Olympic venues in Paris.

“For us, it’s not about promoting the product necessarily,” said Google’s VP of marketing, Marvin Chow. “Obviously, that’s a great benefit. But we look at how our product can be helpful to what — in this case — NBC or Team USA are trying to achieve… Obviously, we’re focused on search and AI and Gemini and the Gemini app, a ton, but that’s the starting point.”

The integration of AI into the Olympic Games comes as NBC looks to revamp its coverage of the event. After slipping ratings in recent years, the studio looks to reinvigorate public interest by bringing in color commentary from a variety of celebrities including, Peyton Manning, Kelly Clarkson, Elmo and Jimmy Fallon.

The opening ceremony kicks off the games on July 26.

Movieguide® previously reported:

NBCUniversal is hoping to modernize its Olympic coverage by adding celebrity coverage and man-on-the-street interviews to appeal to a wider audience.

The stars currently slated to host primetime recap shows include Peyton Manning, Kelly Clarkson, Mike Tirico, Snoop Dog and Jimmy Fallon, along with multiple social media stars. In the past, top NCB news hosts would have spearheaded the daily highlights.

“This kind of celebrity wouldn’t have been part of NBC Olympics coverage in the past. Now it’s one of the foundational elements,” said Rick Corella, president of NCB Sports. “We’ve got to be innovating, trying things differently, trying to match where the media world is in 2024.”

Other “modern” features include heart rate monitors on parents of those competing, along with a slew of digital stats and data satisfying the desires of the most diehard sports fans.

“Everything we’ve done has been starting from scratch,” said Jenny Storms, chief marketing officer of entertainment and sports for NBCUniversal. “It’s been an exercise in bravery, taking something you have done for so long and starting as if you’ve never done it before.”

Watch WHAT A GIRL WANTS →

Watch THE GRINCH (2018) →