IBM Enhances 2025 Masters Tournament Experience with AI-Powered Digital Features

IBM announced on April 4, 2025, that it is enhancing the digital fan experience for the 2025 Masters Tournament through its watsonx AI-powered features. These updates are part of a decades-long collaboration between IBM and the Masters Tournament aimed at delivering highly personalized and interactive experiences for golf fans worldwide.

Returning this year is Hole Insights 2.0, part of the Track Shots feature on Masters.com and the Masters app. Powered by IBM’s Granite large language model, this tool now provides even deeper analysis of each hole at Augusta National. It offers historical performance data, real-time and projected play patterns, and strategic shot evaluations based on over 180,000 shots and expert insights from past caddies.

The Masters app for Apple Vision Pro has also been upgraded, offering fans immersive 3D visualizations of the course, on-demand video, and the ability to watch multiple live streams at once. The app continues to feature AI Narration in both English and Spanish and now integrates the enhanced Hole Insights 2.0.

Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, emphasized the collaboration as a live case study in how AI and data can be used to deliver rich, customized experiences—an approach IBM applies across industries through its hybrid cloud and AI solutions.

Fans can access the digital experience via Masters.com, the Masters app, and Apple Vision Pro starting with the 89th Masters Tournament from April 10–13, 2025.