FOX Sports AI Boosts Efficiency with Expanded Google Cloud Partnership and Video Search Innovation

Generative AI continues to enjoy popularity and increased use cases across different industries. The innovation has now been adopted by FOX Sports, one of the biggest sports media companies in the world. With its partnership with tech giant Google, FOX Sports aims to leverage the power of AI to make the best of its vast database of sports-related content. The FOX Sports AI integration provides new features that rapidly amplify its efforts to produce content from its extensive archives.

The Role of AI in Media

AI continues to be at the forefront of the push for more inclusive, versatile digital content in media. It alleviates tedious tasks for journalists and entertainment creators to work more efficiently. For instance, Automatic Speech Recognition (ASR) technology is used for video captioning and live streams. With it, media transcription and captioning are streamlined, and producers can save resources and avoid potential lawsuits. 

How Will FOX Sports AI Work?

Fox Sports is expanding its partnership with Google Cloud to include generative Artificial Intelligence (AI) technology. This new service integration will allow it to create new content from its extensive audio and video database. With the Google Vertex AI Vision, personnel can better use the data from live events to interpret actions in the field of play, providing additional context and metadata. The sporting network will be able to use this data to create more engaging content for other digital channels, shows, social media and marketing operations.

What Has FOX Sports Achieved?

In the FOX Sport AI collaboration between its parent company and Google Cloud, FOX is equipped with the capabilities of the Vertex AI Vision system. This technology enables FOX Sports to search through more than 1.9 million videos quickly, producing content almost instantly. The feature targets different platforms, including TV, social media, and marketing campaigns. The FOX Sports AI collaboration builds upon the foundation of FOX Sports’ Intelligent Asset Service (IAS), which was introduced in 2020. The service is powered by Google Cloud’s ML, video search, and machine learning and has evolved the management of sports network media assets. It has also reduced dependence on traditional methods like tedious manual archive searches. 

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A Crucial Aspect of Live Sport

Brad Zager, President of Production/Operations and Executive Producer at FOX Sports, emphasised the strength of the partnership, stating, “By integrating Google Cloud’s advanced machine learning and AI capabilities, we’ve streamlined one of the most labour-intensive tasks in sports media: Tagging and searching video content, making our team more efficient, and allowing them to quickly identify appropriate content, a crucial aspect of live sports’s dynamic world”. Thomas Kurian, CEO of Google Cloud, added, “FOX Sports remains devoted to delivering top-notch experiences for its viewers across all platforms. This commitment begins with innovative technology. By opting for Google Cloud’s AI solutions, FOX Sports is optimising its content generation and offering transformative viewing experiences that captivate their audiences”.

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AI in Sports Media

With cloud-based asset management platforms and ML algorithms, the sports industry has used AI to create video content for several years. Generative AI elevates the industry next, with sports networks accessing various tools to create unique content. In other words, generative AI will simplify workflows for production teams, improve broadcast quality and drive online engagement. Having already laid the cloud-based foundation. Other tech companies such as IBM focused on innovating automated audio commentary for significant tennis tournaments, including two Grand Slams as well as the Masters.

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Is AI in Sports Media Here to Stay?

FOX Sports has shown a keen interest in digital innovation throughout the years. They were early adopters of the Google Workspace with tools like Docs, Sheets, Slides, and Drive. The integration of Duet AI in Google Workspace allows the creation of entire production schedules for sports seasons in mere minutes, a task that traditionally takes hours. The FOX Sports AI collaboration shows the potential of AI in reshaping content production and management in the sports broadcasting industry. FOX Sports continues to be an industry leader in AI technology integration for enriched viewer experience.