PYMNTS.com·2026-01-19 19:47Core Insights - The PGA Tour is enhancing its use of artificial intelligence (AI) in content creation and distribution through an extended partnership with Amazon Web Services (AWS) [2][3] - The new features include a "favorite players hub" in the mobile app and website, providing personalized updates and AI-generated storytelling about golfers [2][3] - The partnership aims to connect fans with players and events more effectively, indicating a shift in how sports media utilizes data and cloud infrastructure [4] Company Developments - The PGA Tour has been collaborating with AWS since 2021, utilizing AWS for cloud services, AI, machine learning, and deep learning [3] - The expanded partnership will enhance real-time broadcasts with AI-generated graphics and statistics, improving the overall viewing experience [2][4] - Dan Glod, PGA Tour's executive vice president, emphasized the shared vision with AWS for reimagining sports content delivery [4] Industry Trends - AI is increasingly becoming a core tool in sports media, with leagues using data and cloud infrastructure for editorial purposes [4] - Other sports organizations, such as the UFC and the International Olympic Committee, are also leveraging AI for enhanced broadcasts and insights [4] - The broader impact of AI is evident across various industries, including streaming services like Netflix and gaming companies like Microsoft Xbox [5]