The U.S. Open is back in Queens this week, as the final Grand Slam of the year brings millions of fans together at the USTA Billie Jean King National Tennis Center to witness some of the best men’s and women’s players in the world competing for glory.
As fans gear up to soak in hundreds of matches over the next couple of weeks, IBM and the United States Tennis Association announced new and enhanced AI-powered fan features within the popular U.S. Open app and USOpen.org for this year’s tournament.
For decades now, IBM has been working with the U.S. Open to truly evolve the fan experience, especially in recent years with AI-powered innovations that are designed to cut through all the noise and allow fans to personalize their tennis experience at their fingertips.
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That experience has evolved into one in which the fans demand AI-powered features because accuracy, not speed, has been shaping the digital sports realm for those consumers. According to new global research commissioned by IBM and conducted by Morning Consult, sports fans’ digital expectations are evolving as platform choices multiply, with 46% of more than 20,000 sports fans across 12 countries saying their expectations for digital sports experiences have increased in just the past one to two years. Also, 72% of surveyed fans say they use sports apps as their central hub for fandom, while 40% said having their information in one place is their leading motivation to follow along.
As a result, IBM continues to transform that experience in a way fans can enjoy one of the best tournaments in all of sports this week.
“I think we have such an incredible reputation in tennis through our two [Grand] Slam partnerships, as well as The Masters, where there’s this anticipation for the event, but also to see how we’re going to keep them connected,” Kameryn Stanhouse, vice president of sports and entertainment partnerships at IBM, told Fox Business in a recent interview.
“That’s one of the things that I love about what we do in sports is that we actually leverage technology as a way to foster conversations and connection. You can talk to people whether they’re able to go to tennis matches [or not]. We’ve got 1 million people that are going to go to the [UTSA] Billie Jean Tennis Center across the two weeks, and then 14 million people are going to be engaged at home on their couch, but able to feel like they’re courtside and engage on that second-screen experience.”
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What will that second-screen experience look like for the 2026 U.S. Open? First, an all-new Live Updates homepage will provide fans with a smarter and more personalized way to follow the action they care about the most. Stanhouse emphasized fans being able to choose their favorite players and quickly zero in on those matches, while getting insight and stories they care about in the process.
Another new feature Stanhouse is very excited to see in real time is the Serve Quality metric, which is a “first-to-market feature” that provides a whole new context to one of the most important aspects of tennis.
Last year, American women’s star Coco Gauff came into the U.S. Open with a new coach specifically to help with her serves. Service can be the difference between winning and losing, and those generally with superior serves win matches.
This new feature from IBM will be available across all 254 singles matches, where the AI-powered tool will use advanced limb-tracking technology developed with IBM Bob to help analyze the precise mechanics of every serve. And the continuous stream of this live data will be managed by IBM Confluent.
“We basically trained this model to look at all the historic white papers, all the research about serves. Then, we’re looking at 21 specific joint points on the body – everything from the elbow to the big toe that looks at momentum,” Stanhouse explained. “The position of a serve on the court, where it lands. We have six different coordinates we’re looking at all the way to the racket positioning. Synthesizing all of that, it’s doing snapshots 50 times per second – lots of data points in this one. But overall, 1.2 billion data points that’s going to be analyzed over the tournament to give you a Serve Quality number.”
Also, the new “Key Moments” feature within the app takes the popular “Likelihood to Win” feature to the next level to help fans understand why someone is winning – not just who is up in the match. The “Likelihood to Win” feature became a hit as it calculated each player’s probability of victory using an AI-powered analysis of current and historical statistics, expert opinion and match momentum.
Now, “Key Moments” will provide additional, more rich information, to summarize those momentum shifts in matches.
“We’re looking at that structured and unstructured data, taking AI to make an analysis, and then make a pre-match projection that takes into consideration not only how they’ve been playing, but what’s the media saying? What’s been said on social media? What are the broadcasters saying? Did someone get a new tennis coach? Do they have a lingering injury? So, we take all that into consideration and provide a pre-match projection,” Stanhouse added.
Finally, as fans have become more accustomed to an AI experience over the years, IBM’s enhanced “Match Chat” will act as an interactive companion to help provide whatever insight is needed to help guide the user through the tournament. Everything from analysis to finding out Serve Quality, to simply figuring out how to pronounce someone’s name properly, Match Chat, powered by watsonx Orchestrate, is a collection of AI agents and fit-for-purpose models trained to give fast, accurate responses that keeps fans informed whenever they need it.
For Stanhouse and her team, the U.S. Open is simply another opportunity to showcase what IBM can do for not just the sports world, but drive the conversation for other companies to utilize the fun, engaging technology they’ve developed for themselves.
“Everybody says my team has the best job at IBM. There’s many, many great jobs, but I think what we do is so exciting because there’s a tangible output that people actually see and people are waiting for. Each tournament that we go to is not only a learning opportunity because we’re constantly thinking about how we’re going to evolve things for the next year, but it’s such a pay-off to see everything come to life. Because what we do is not just serve the fan experience, but we’re so creating unique conversation pieces for our clients. They see how IBM technology makes all of this possible and inspire what you could do with us.”
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