IBM and the Masters Tournament have announced enhancements to the digital fan features on the Masters app and Masters.com for the upcoming 2025 Masters Tournament. The updates, leveraging IBM's watsonx AI technology, are part of their ongoing 30-year collaboration aimed at offering a personalized experience for golf fans worldwide.

IBM's Hole Insights will return with its AI-powered Insights 2.0 as part of the Track Shots on both the app and website. The enhanced features use the Granite LLM to offer strategic analysis on each hole at Augusta National. "Data-driven recaps of how each hole has played daily and throughout the 2025 Tournament," along with projections and historical insights, are provided to enrich fan engagement.

IBM Consulting has refined Granite to deliver improved insights by incorporating historical data, expert advice, and an extensive array of past Tournament data. This effort aims to deliver "a live case study for businesses across all industries" on utilizing data for improved outcomes, as noted by Jonathan Adashek, Senior Vice President of Marketing and Communications.

Fans will also benefit from the revamped Masters app on Apple Vision Pro. The app offers 3D views of Augusta National, dramatic elevation insights, and features like Video on Demand, alongside existing functionalities such as Hole Insights 2.0 and AI Narration.

IBM's partnership with the Masters is part of a broader engagement with prominent sports organizations, including Scuderia Ferrari HP, Wimbledon, and the UFC. These collaborations utilize IBM's AI and cloud solutions to provide data-driven insights.