Google and NBC Score Big with AI-Enhanced Olympics Coverage in Paris Partnership Deal

Google and NBC are leveraging AI to enhance the viewer experience for the upcoming Olympic and Paralympic Games in Paris.

Key partnership details: Google has struck a deal with NBCUniversal and Team USA to integrate its Gemini AI models into Olympics coverage across TV and online platforms:

• NBC commentators will demonstrate Google Search’s AI Overviews feature during their coverage, sharing quick facts and detailed information about sports, athletes, and Olympic rules.
• SNL alumna and NBC’s “chief superfan commentator,” Leslie Jones, will use Google’s Gemini AI to explore the Games and learn about new sports in real-time.
• AI Overviews will also be accessible on NBC’s social media channels to improve accessibility and engagement for viewers who might find some aspects of the events difficult to understand.

Gemini across Google platforms: The partnership will link Gemini from within Google’s other products to expand Olympics coverage:

• Olympians and Paralympians will be encouraged to use features like Google Lens, Circle to Search, Immersive View in Google Maps, and Gemini to explore Paris and share their experiences on NBC’s social media.
• Google sees the Olympics and its NBC deal as an opportunity to promote Gemini and potentially generate global interest in its AI offerings.

AI-powered highlights and voice cloning: NBC will introduce tailored highlight reels called ‘Your Daily Olympic Recap on Peacock,’ featuring three selected sports each day, narrated by a generative AI version of broadcaster Al Michaels.

Enhancing the athlete experience: Google’s AI plans complement Intel’s efforts to embed AI tools into the experience for athletes, such as an Olympic chatbot to assist with navigation and an AI-powered identification tool to spot and tag athletes on the field.

Broader implications: Google’s Olympics partnership with NBC showcases how major tech companies are leveraging high-profile events to promote their AI capabilities to a global audience. By integrating AI into the Olympics viewing experience, Google aims to make its Gemini model and other AI-powered features more accessible and engaging for the general public. However, as AI becomes increasingly prominent in sports coverage and other domains, it raises questions about the evolving role of human commentators and the potential impact on traditional broadcasting.