Amazon is using AI tools and machine learning to enhance its broadcast of Thursday Night Football games for its second season as the official broadcast partner. The company aims to move beyond simply showing the game and offer viewers a more interactive experience. Viewers’ feedback revealed their desire to feel more involved in the strategic aspects of the game. Amazon is incorporating AI-generated highlight feeds, as well as features such as Defensive Alerts, which use a machine learning model to identify when a defender is likely to blitz. It is also using AI models to determine whether a team should go for it on fourth down.

Amazon’s “Prime Vision” stream will provide a secondary broadcast designed for data-hungry fans, with features such as graphics indicating the likelihood of success for a field goal. The company’s main goal is to serve fans in the best way possible, adapting to their preferences over time. Amazon also plans to integrate shopping and other products with the football game experience, particularly on Black Friday. In addition, Amazon is streaming games in HDR for the first time, providing viewers with enhanced visual quality. With football being its most expensive and important content in the US, Amazon is continually seeking ways to improve its offering and leverage its wide-ranging capabilities.

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