December 03, 2025
How the Winter Olympics is Bringing AI-Powered Customer Experiences to A New Audience
The Winter Olympics is a sporting spectacle with a huge chain of customers. From the host nation, global broadcasters, competitors, technology sponsors and advertisers all the way down to us mortals watching at home.
With two months to go until the flame is lit for Milano Cortina’s Winter Olympics opening ceremony. The technical stories behind the skiing, ice sports and hockey are coming out.
At every layer, the expectation is for the presentation, insight and sporting spectacle to be better than previous events. Helping out for the hosts and broadcasters, AI will play a greater role than ever in audience accessibility and engagement.
AI Curling Into Our Homes
From the top, the head of the Olympics Broadcast Service, Yiannis Exarchos is talking up the technology.
“In curling, for instance, AI will trace the path of the rocks with precision, helping viewers understand the tactics at play like never before. Increased drone coverage will also add dynamic new perspectives to many events, while cinematic cameras will help convey the emotion and drama of key moments across all sports.”
Real-time AI analytics will also provide instant stats, athlete comparisons, and predictive insights during broadcasts worldwide.
And, behind the scenes, AI will help keep the event schedule on track, given the impact of weather and other variables, even helping manage artificial snow depths.
Will those efforts help Jamaica finally win bobsled gold? Perhaps not, but the many from-left-field stories the Winter Olympics generates will need automated support to get them to the audience quickly.
The Power of Olympic Apps
With so much going on, the tradition of viewers watching a single screen is fading fast.
Instead, the Olympic app is providing live coverage of the torch relay. And it will be ready with minute-by-minute sport updates largely powered by AI, and customised messages for fans interested in specific events or sports stars.
Apps from each nation, their broadcasters and individual sports will use AI to varying degrees. They will provide automated multilingual support, AI-generated replays and personalised content at every level.
We can also expect the official animated mascots, Tina and Milo, to help introduce sports, make cheeky appearances throughout and provide some light relief among the tense finals.
While AI isn’t new to sports, its visibility will be greater as fans new and old. One thing AI can’t change is the need for an understandable face of the games.
With the US bringing back Snoop Dogg to represent “everyman” interest in the sports after his star turn at the Paris Games, who else will make an impact?
We look forward to his unique take on the Luge and Skeleton, and of course the Ski Jumping.
