MARK MARSHALL
THE FUTURE OF AI
Cloud computing and data analytics: Powering athletic excellence While fans are getting their questions answered in milliseconds, behind the scenes, Google Cloud is crunching numbers.
Team USA athletes preparing for both the Milano Cortina 2026 Winter Games and LA 2028 will have access to Google’ s enterprise cloud infrastructure to analyse their training data.
This is about transforming mountains of performance metrics – everything from biomechanics to recovery rates – into actionable insights that coaches and sports scientists can use.
Machine learning( ML) algorithms can spot patterns in an athlete’ s performance that the human eye can’ t detect.
Perhaps a swimmer’ s turn technique degrades slightly when they’ re fatigued, or a sprinter’ s stride length changes imperceptibly under pressure.
But this use of AI isn’ t just for athletes and viewers. There are 70,000 volunteers and staff members working at the games. This is where Google Workspace will help streamline workforce management, venue coordination and operational planning, ensuring that the right people are in the right places at the right times.
Casey Wasserman, Chairperson and President of LA28, says:“ This partnership is a testament to our commitment to innovation and delivering a technologically advanced, engaging and digitally accessible Games when we welcome the world in 2028.
“ Google’ s suite of products and tools will support our vision for uplifting the
MARK MARSHALL
TITLE: CHAIRMAN OF GLOBAL ADVERTISING AND PARTNERSHIP
COMPANY: NBCUNIVERSAL
INDUSTRY: MEDIA AND ENTERTAINMENT
Mark Marshall is Chairman of Global Advertising & Partnerships at NBCUniversal, overseeing ad sales, marketing, digital platforms and strategic partnerships across the company’ s entire media portfolio.
athlete, fan and workforce experience and ultimately make it easier for attendees to navigate venues, share their experiences – and stay informed in real time.”
How AI will enable broadcasting innovation to meet content distribution Regarding the viewing experience itself, NBCUniversal holds the US broadcasting rights and Google Cloud will be processing viewership data across NBC, NBC Sports and the Peacock streaming platform in real-time.
This partnership is about understanding what makes audiences tick via responsive television. Which events are drawing the biggest crowds? When do viewers tune out? What storylines are resonating? This data
80 December 2025