THE FUTURE OF AI

-driven approach means broadcasters can optimise their coverage on the fly, doubling down on what’ s working and pivoting away from what isn’ t.

YouTube, Google’ s video platform since 2006, will also team up with NBCUniversal to distribute supplementary Olympic content, covering the highlights, behind-the-scenes footage, athlete profiles and all the extra assets that don’ t fit into linear broadcasts.

AI will help curate these offerings based on what fans have watched before, ensuring Olympic content feed feels personally relevant rather than algorithmically random.

Mark Marshall, Chairman of Global Advertising and Partnerships at NBCUniversal, says:“ For decades Google has been a leading force in innovation and technology and now they are bringing that pioneering spirit to the Olympic and Paralympic Games.

“ Through this exciting new partnership, we will combine their cutting edge technology with NBCU’ s premium content and passionate community to deliver a world class viewing experience for fans of all ages on all of our platforms.”

How AI is drawing the blueprint for future sporting events The 2028 Los Angeles Games are a glimpse into how AI will transform live events as a whole. Los Angeles will become only the third city to host the Olympics three times,

Google’ s AI will assist

volunteers and staff organising the LA28 Olympics

following its 1932 and 1984 Games – and 2028 will mark the city’ s first Paralympic hosting.

Furthermore, organisers have committed to using only existing venues, building no new permanent infrastructure – and so achieving a more sustainable approach to the games.

Just as AI optimises digital experiences through intelligent resource allocation, this approach demonstrates how technology can enable more responsible event management.

82 December 2025