Google is bringing some AI capabilities to the Olympic experience through a deal with NBCUniversal and Team USA. The Paris Olympic and Paralympic Games will employ Google’s Gemini AI models to improve how people watch the events on TV and online.
The most public aspect of the deal will be that NBC commentators will showcase Google Search’s AI Overviews feature during their coverage. They’ll share quick results and more detailed information about various sports, athletes, and Olympic rules. Google hopes to highlight how AI Overviews can answer questions in a single search (though presumably without the puck-eating suggestions).
In particular, SNL alum Leslie Jones, NBC’s “lead superfan commentator,” will use Google’s Gemini AI to analyze the Games and learn about new sports in real time. AI overviews will also be available on NBC’s social media channels. NBC wants AI to improve accessibility and engagement for Olympic viewers, who might otherwise find some aspects of the events incomprehensible.
Gemini Olympics
Google’s AI plans can be seen as the flip side of how Intel is integrating AI tools into the athlete experience with an Olympic chatbot to help athletes navigate the Olympic Village and surrounding areas. For those attending in person, Intel and Samsung have partnered to produce an AI-powered identification tool to detect and tag athletes on the field. Intel also has its own streaming initiative, with Intel AI producing highlights from each event.
There will also be a new feature called “Your Daily Olympics Recap on Peacock,” which will offer personalized video highlights from three select sports each day. But the clips will be narrated by a generative AI version of host Al Michaels, who has given permission for his voice to be used in this way.
Google’s partnership will also link Gemini to its other platforms to expand coverage of the Olympics. Olympic and Paralympic athletes will be encouraged to use features like Google Lens, Circle to Search, Immersive View in Google Maps, and Gemini to explore Paris and share their experiences on NBC’s social media channels. Google clearly sees the Olympics and its deal with NBC as a great way to promote Gemini and possibly generate global interest in its AI products.
“Our partnership with Team USA and NBCUniversal during the Olympic and Paralympic Games provides an incredible stage to showcase how Google’s useful everyday products, like Google Search and Google Maps, and newer innovations like Gemini, use AI to help fans explore, learn about and connect with the Games,” said Google VP of Marketing Marvin Chow.
