IBM Debuts New AI Enabled Digital Experiences for the 90th Masters Tournament

New generative AI and agentic capabilities help fans explore 50+ years of Masters history and gain deeper insight into every shot during the Tournament

ARMONK, N.Y., March 23, 2026 /PRNewswire/ -- IBM (NYSE: IBM) and the Masters Tournament today announced new and enhanced digital fan features now available on the award-winning Masters digital platforms. The watsonx AI-powered capabilities – the latest in a 30-year collaboration between IBM and the Masters – are designed to bring the rich history and on-course excitement of the Tournament to life for millions of golf fans around the world.

Introducing Masters Vault Search with watsonx
The Masters Vault video archive has been transformed into an interactive experience, enabling fans worldwide to explore over 50 years of Masters Tournament final round broadcasts through simple, conversation-style prompts. A system of AI agents – powered by specialized solutions, including IBM's Granite small language models (SLM) and agentic AI platform watsonx Orchestrate – built to instantly find precise clips within full-length replays, making it easy and fun to find your favorites or relive the Tournament's greatest, most iconic moments.

Masters Vault Search is built with optical character recognition, speech-to-text transcription of broadcast commentary and scene detection to analyze footage. The Masters' vast historical database is utilized to deliver metadata on each clip, including results dating back to 1968, as well as individual stroke data starting in 2015. 

Newly Enhanced 'Hole Insights'
Returning for its third year, AI-powered Hole Insights will provide fans with more insights for greater accuracy around every shot taken by every player on every hole during the Masters. The newly enhanced feature combines on-course visuals with data-driven insights – such as historical scoring probabilities and contextual performance trends – helping fans better understand how each shot, position and decision impacts outcomes. Legendary caddie and commentator Jim 'Bones' Mackay advised the team behind the solution, lending his deep expertise and firsthand knowledge of one of golf's most complex courses to help deliver more accurate, context-rich analysis.

The moment a ball comes to rest, its exact coordinates are captured and compared against historical data for the hole location. Watsonx then calculates the probabilities of making an eagle, birdie, par, bogey or more and generates an insight based on that analysis. (e.g. "Historically, from this spot, players across the field have a 12.5% chance of making birdie and an 81.25% chance of making par.") Users will see a different insight for a golfer at the same position, depending on what shot they are taking.

"The Masters Tournament and IBM have continually raised the bar on unique digital experiences that blend cutting-edge technology with the timelessness of Augusta National Golf Club," said Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM. "The introduction of Masters Vault Search and updates to Hole Insights show how generative and agentic AI can transform vast amounts of data into meaningful insights – whether you're a golf fan who wants to understand the implications of a single shot in real time, or a financial institution using AI to analyze millions of transactions to identify patterns and inform decisions."

For 30 years, the Masters Tournament and IBM have pioneered the use of emerging technology to redefine fan experience. These new integrations join an already impressive suite of AI-enabled fan features on Masters digital platforms, including AI Highlights, Round in Three Minutes, My Group and the Masters app on Apple Vision Pro. IBM's partnerships with the Masters and other iconic sports and entertainment organizations – Scuderia Ferrari HP, Wimbledon, the US Open, ESPN Fantasy Football, Grammys and UFC – are powered by the same AI hybrid cloud solutions used by IBM clients across industries to reach new levels of productivity, create better customer care experiences and make their business smarter.

The 90^th Masters Tournament will be held from April 9 – 12 at Augusta National Golf Club in Augusta, Georgia. Check out all the IBM watsonx technologies in action by visiting Masters.com or the Masters app available on mobile devices, the Apple App Store and the Google Play Store.

About IBM
IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Thousands of governments and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM's breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit www.ibm.com for more information.

Media contact:
Paul Pettas, IBM
paulpettas@ibm.com

 

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IBM Debuts New AI Enabled Digital Experiences for the 90th Masters Tournament

IBM Debuts New AI Enabled Digital Experiences for the 90th Masters Tournament

IBM Debuts New AI Enabled Digital Experiences for the 90th Masters Tournament

News Summary

• Relativity expands its Relativity Academic program with modules around its aiR suite of legal AI solutions, large language models and generative AI to prepare students for modern legal work.
• The program, now in its 14^th year, reaches over 3,000 students annually and aims to equip future legal professionals with in-demand AI skills as the industry prioritizes tech-enabled talent.
• Relativity Academic provides free, hands-on experience with real-world legal technology to thousands of students worldwide.

CHICAGO, May 13, 2026 /PRNewswire/ -- Relativity, a legal data intelligence company, today announced it has expanded Relativity Academic, its program that provides education to law school and paralegal students, with access to the generative AI-powered solutions in its aiR suite. Beginning in June, the Relativity Academic program curriculum will include modules covering large language models, generative AI, and how to use aiR for Review, aiR for Case Strategy, and aiR for Privilege.

"This incorporation of aiR solutions into the Relativity Academic curriculum goes beyond our proven dedication to expanding access to technology. This move is emblematic of our trust and investment in the next generation of legal talent," said Phil Saunders, CEO of Relativity. "The future of the legal profession is an AI-ready one and we want to further support the legal leaders of tomorrow with the knowledge and skill sets they need to enter the workforce with a bang."

According to the 2025 State of the Legal Industry report from SurePoint Technologies, law firms are increasingly recruiting legal professionals with AI expertise. Further, from 2024 to 2025, the report found that lateral hiring within the specialty of AI grew 68% across all attorney types in Am Law 200 firms, and associate lateral hiring increased by 106%. Relativity recognizes the importance of technology and AI proficiency in the hiring process and its academic program aims to arm students with the type of firsthand experience necessary to differentiate themselves amongst their peers.

"The Relativity Academic Program has been a boon to e-discovery education for over a decade, giving students not just conceptual grounding but genuine hands-on experience with the tools they will use in practice. Now, true to form, Relativity has stepped up to meet the watershed moment that generative AI represents for the profession," said William F. Hamilton, Master Legal Skills Professor at University of Florida Levin College of Law. "Adding aiR into the Academic Program does something essential: it moves students beyond awareness of generative AI into actual engagement with it, learning to interact with the technology, evaluate its outputs, and exercise the judgment that defines good lawyering. That capacity to think critically and judge wisely is the skill that will carry our students, and our profession, into the future."

Since it was established in 2012, the Relativity Academic program has partnered with more than 115 universities, law schools, paralegal and data science programs across the U.S., Canada, the U.K., Ireland, Australia, and select Asian and European countries, equipping over 3,000 students in the past year with practical experience using the same technology relied on by corporations, law firms, and government agencies.

Relativity Academic provides law schools, as well as paralegal and data science programs, with a hands-on technology component for their courses and access to a workspace in the AI platform for legal data intelligence, RelativityOne, free of charge. Participating students gain experience with AI-powered legal technology solutions, giving them a valuable foundation prior to graduating and entering the workforce.

Additionally, Relativity Academic delivers training for faculty, hands-on resources, localized curriculum and a community of Relativity professionals. Through the program, now in its 14^th year, instructors can design assignments that mirror real-world scenarios, giving students direct experience with document review, issue tagging, workflow management, and case organization.

Those interested in exploring opportunities to integrate AI into their curricula may reach out to academic@relativity.com or visit www.relativity.com/resources/academic to learn more.

About Relativity
Relativity is a leading legal data intelligence company that builds technology to help users organize data, discover the truth, and act on it. Its extensible, AI-powered cloud platform, RelativityOne, transforms complex data into actionable insights at massive scale for litigation, investigations, regulatory inquiries, data breach responses, and other legal use cases. The world's largest law firms and corporations, government agencies, and a robust network of channel partners rely on Relativity's legal AI software to securely surface and manage the most relevant and impactful information in their matters. The company also expands access to technology by providing its platform at no cost to academic institutions through its Relativity Academic program and to organizations supporting pro bono legal work through its Justice for Change initiative.

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

Relativity Equips Future Legal Talent with AI Through Its Relativity Academic Program