AI is digitally transforming experiences at The Open

28/09/2021 20mins
Ashna Sunny


In mid-July every year, Golf fans eagerly wait for the oldest and most prestigious golf tournament – The Open. The 150-year-old tournament is annually conducted by R&A and is a reason for golf fans all over the world to gather and witness their favorite stars make history. After 68 years., Northern Ireland is once again hosting the 148th edition of the event.


NTT DATA is the official IT patron for this world-class tournament. This time around, they have set up the most unique digital experience for the viewers by introducing the NTT DATA WALL – an AI technology initiative. The WALL showcases two streams of data: the live updates of all the 70 players simultaneously and the emotional reactions of the audience.

NTT DATA has mounted several cameras atop their huge LED screen walls to capture facial expressions of the audience. With the help of emotion recognition technology combined with the noise of the crowd and the social media sentiment, NTT DATA is showcasing the most exciting moments on the wall making the tournament more interactive.

AI has broadened the engagement levels of the event and made it an even more interactive and beautiful experience.






Join Our
Mailing List


    Featured Post

    How can we help you?

    Get in touch with us to schedule a consultation.