Calling the Shots

IBM has a 30+ year partnership with the USTA, providing scores, stats and insights for millions of tennis fans via the US Open and Wimbledon’s official apps/websites. In 2023, IBM introduced AI commentary built with watsonx, tapping into the power of generative AI to deliver audio and written highlight commentary. So, when IBM wanted to raise awareness for how they support these tournaments and how the same technology can be applied to business, our team collaborated with IBM to develop an activation that would truly break through. “Calling the Shots” is an AI-powered, shot tracking table tennis experience that uses watsonx technology to analyze real-time gameplay data, demonstrating its ability to deliver match insights and commentary for fans. Shifting the action from the court to the table, while retaining the data analysis that’s typically reserved for elite athletes, the activation allows anyone and everyone to get in the game and get analyzed, generative AI-style. Using custom-designed paddles embedded with motion and impact-tracking sensors, real-time data is visualized on an accompanying LED wall. Everything from live shot paths, to ball speed, to swing speed and total numbers of forehands and backhands. After a short match, the data is sent to watsonx, then rendered as AI commentary on the big screen via 1 of 3 personas: Professional, Constructive, and Dramatic–the last of which incorporates playful humor, all via watsonx. Clients and prospects interested in learning more can visit a secondary kiosk, where they get hands-on with watsonx, experiment with other commentary personas, and better understand how the technology can be applied in other industries–from improving the customer experience to optimizing the hiring process for HR. “Calling the Shots” was launched at SXSW 2024, then went on a global tour–from IBM Think to Cannes Lions to Collision Toronto, where tennis legend Maria Sharapova was able to try her hand at it.
Stats: 2,755+ games played (and counting)
92+ hours of AI-powered table tennis
5,500+ direct customer engagements
90% of players visited secondary experience (Red Hat Summit 2024)
Activated in 9 states, 3 continents 12+ global industry events and tournaments