JONATHAN ADASHEK
DATA & ANALYTICS
Traditionally, sports archives are static repositories where finding a specific moment requires manual tagging and exhaustive searching. IBM changed this dynamic by deploying its Granite small language models( SLM) to scan, transcribe and categorise at least 50 years of final-round footage.
By using the watsonx Orchestrate platform, IBM created a system of AI agents capable of understanding conversational queries. A fan could simply ask,“ show me every time an amateur made a birdie on the 12th hole during the final round,” and the system would instantly retrieve the relevant clips. This is achieved through a multi-layered technical stack including optical character recognition( OCR) to read on-screen graphics and speechto-text transcription to understand historical commentary.
This agentic approach represents a shift in how fans consume sports history, moving away from the curated highlights reel and toward a democratic, user-led exploration of the past.
By indexing stroke data from 2015 onwards and general results back to 1968, IBM has turned Augusta National’ s history into a living, breathing database that is as accessible to a casual fan as it is to a dedicated golf historian.
Hole Insights: Human expertise meets machine learning While the Vault looked to the past, the newly-enhanced Hole Insights looked forward in real time.
JONATHAN ADASHEK
TITLE: SVP MARKETING AND COMMUNICATIONS
COMPANY: IBM INDUSTRY: TECHNOLOGY
Jonathan serves as IBM’ s SVP for Marketing and Communications. He is responsible for overseeing the company’ s global Marketing, Communications and Corporate Social Responsibility organisation, which includes full funnel marketing, corporate affairs and ESG.
68 May 2026