How Will Google's AI Transform The LA28 Olympics?

Google has entered a partnership with the Los Angeles 2028 Olympic and Paralympic Games organising committee (LA28), Team USA and NBCUniversal. The collaboration will see Google’s AI and cloud computing infrastructure embedded throughout the sporting event.

It makes Google a founding partner and the official cloud provider for the games, the first Olympic and Paralympic events to happen in the US in 26 years.

The partnership involves Google implementing its Gemini large language model (LLM), Google Cloud infrastructure and search technologies.

These tools are intended to support operations, including athlete training analysis, fan information retrieval and the management of a workforce comprising 70,000 volunteers and staff members. The move could pioneer a new level of digital integration in large-scale global events.

"With tools like Gemini and new Google Search features like AI Mode, it's easier than ever for people to find the information they're looking for, no matter how simple or complex," explains Marvin Chow, Vice President of Marketing at Google.

“Our partnership with LA28, Team USA and NBCUniversal builds on our successful collaboration from last summer, making the Olympic and Paralympic Games more personal and interactive for fans with the help of AI.”

AI integration for the fan experience

Fans will be able to use these AI features through Google Search on their devices. The technology will also be integrated into NBCUniversal's broadcasting to help viewers find information about events, athletes and results while watching the coverage.

Google Search is set to merge with NBCUniversal's broadcast and streaming coverage, deploying AI Mode, a search interface that uses LLMs to process queries.

The feature will be showcased during NBCUniversal's programming, demonstrating to viewers how to use their phones or computers to ask questions about the Games through Google Search.

Fans can use Google Search or the Gemini app to ask about medal counts, athlete information, or event schedules, receiving responses that draw on web sources. The system allows users to ask follow-up questions and verify information through linked content.

Cloud technology to power athlete performance

Google Cloud, Google's enterprise infrastructure division, will provide computing resources to analyse training data for Team USA athletes. This will be for their preparation for both the Milano Cortina 2026 Winter Games and the Los Angeles 2028 Summer Games.

The cloud platform will examine sports performance data to generate insights for athlete preparation.

LA28's operational planning will also be facilitated through Google Workspace, Google's suite of productivity applications.

"This partnership is a testament to our commitment to innovation and delivering a technologically advanced, engaging and digitally accessible Games when we welcome the world in 2028," says Casey Wasserman, Chairperson and President of LA28.

“Google's suite of products and tools will support our vision for uplifting the athlete, fan and workforce experience and ultimately make it easier for attendees to navigate venues, share their experiences and stay informed in real time.”

Strategic broadcasting partnership

NBCUniversal, a subsidiary of Comcast Corporation, holds the US broadcasting rights for the Olympic and Paralympic Games.

Google Cloud will analyse viewership metrics for NBCUniversal's coverage across its networks, including NBC, NBC Sports and the streaming platform Peacock.

YouTube, which Google acquired in 2006, will also work with NBCUniversal to distribute content related to the Games, serving as an extension of NBCUniversal's main coverage.

Mark Marshall, Chairman of Global Advertising and Partnerships at NBCUniversal, says: "For decades, Google has been a leading force in innovation and technology and now they are bringing that innovative spirit to the Olympic and Paralympic Games.

"Through this exciting new partnership, we will combine their cutting-edge technology with NBCU's premium content and passionate community to deliver a world-class viewing experience for fans of all ages on all of our platforms.”