The 2024 Open Championship at Royal Troon, organized by The Royal and Ancient Golf Club of St Andrews (R&A), showcases significant advancements in AI and technology to enhance the experience for players and fans alike. NTT DATA, the official IT provider for The Open, has introduced several innovative technologies, including ShotView, the NTT DATA Wall, and Lottie, a GenAI-powered digital human. These technologies utilize AI to provide real-time data analytics, immersive fan experiences, and enhanced operational efficiency, demonstrating the transformative impact of AI in modern golf.
ShotView 2.0
ShotView 2.0 is the latest iteration of NTT DATA’s digital twin-powered data intelligence platform. This technology captures every shot in real-time and provides detailed insights into player performance. It offers an intuitive user interface for casual viewers and deeper data access for analysts, transforming how fans engage with the sport. The platform’s advanced statistical models and enhanced navigation features allow users to explore nuanced aspects of play and player strategies with unprecedented clarity.
NTT DATA Wall
The NTT DATA Wall, a 20-meter-wide LED screen in the spectator village, showcases real-time broadcasts, statistics, and data visualizations. The 2024 enhancements include photo-realistic, real-time graphical rendering of the Old Course, an AI prioritization algorithm to highlight the most important shots instantly, and improved synchronization with broadcast feeds. These upgrades push the boundaries of real-time interaction and provide an immersive fan experience.
Lottie – The Digital Human
Lottie, a GenAI-powered digital human, offers an interactive and engaging experience by blending digital and human interactions. Upgrades in 2024 include a unified conversational mode, advanced GenAI technologies, and a more human-like avatar. Lottie provides real-time insights, combining static data such as golf rules with dynamic updates from the course, enhancing the educational and entertainment value for fans.
Private 5G Network
NTT DATA is introducing a private 5G network at The Open, marking a significant advancement in network infrastructure. This enterprise-grade network offers high bandwidth, reliability, and security, supporting low-latency edge compute and networking use cases. The private 5G network will enhance the performance, resiliency, and security of the event, enabling connections to millions of sensors and devices.
Enhancing Sustainability and Fan Engagement
NTT DATA’s commitment to sustainability is evident through its ongoing initiatives at The Open. In 2023, the NTT DATA Wall provided real-time updates on water usage, plastic bottle savings, public transport utilization, and locally sourced food consumption. This initiative is part of a multi-year research project with Cardiff University titled “Sports Events as Agents of Change,” aiming to drive long-term behavior change in sustainability choices among sports fans. For the 2024 Championship, NTT DATA will continue to enhance the onsite experience, empowering fans with real-time sustainability insights and demonstrating their commitment to innovation and environmental responsibility.
Historical Context and Partnership with The R&A
NTT DATA’s partnership with The R&A began in 2013, focusing on leveraging digital and IT solutions to enhance the fan experience. Over the years, this collaboration has set new standards in sports technology and fan engagement, supporting The R&A’s mission to grow the game globally while maintaining its rich traditions. Key milestones in this partnership include the debut of the NTT DATA Wall in 2014, the introduction of ShotView technology in 2022, and the continuous enhancements to fan interaction and data analytics capabilities.
Conclusion
The use of AI and advanced technologies at the 2024 Open Championship demonstrates the transformative potential of digital innovation in golf. NTT DATA’s contributions, including ShotView 2.0, the NTT DATA Wall, Lottie, and the private 5G network, are revolutionizing the fan experience, operational efficiency, and sustainability efforts at the event. These advancements not only enhance the spectator experience but also position The Open as a leader in the integration of AI and technology in sports, ensuring its continued relevance and appeal in a rapidly changing world.
For more information, you can visit the NTT DATA page on their sponsorship of The Open here.