Digital & Dirt
00:12:49 · Monica Ellingson
[00:12:49] S1: I think it's an interesting balancing act, though, because, you know, at the... At these events, we have a massive volume of data that we have access to. I mean, one of the stats we were quoting for the US Open, which just finished a couple of weeks ago, was 1,200,000,000 individual data points that we're collecting over a typical tennis match. Anything from traditional stats all the way to 21 joints and for in terms of biometric data. But data is not the end result. Mean, we still have to... The focus has to be on the fan experience and being able to bubble up insights that are relevant and, you know, contextually relevant at that time because we wanna make sure that they're, you know, we don't take away from the experience of an of an enjoying, you know, watching your your team or your favorite player. But the power of being able to sift through that data, especially using Gen AI and, you know, to create new insights that are that are insightful and to to bubble them up when it's relevant so that we're not taking away from it. So the fan experience still has to be, you know, the most important thing. Data is just another source of content that we're able to pull through and create, you know, new insights that help fans better understand their particular player or their team or the sport as a whole.
00:14:20 · Ian Dallimore, Monica Ellingson
[00:14:20] S0: Yeah. And I love that comment. And sorry for referencing the the Saints Falcon last night, but it it was the twentieth year since Katrina and then Gleason that blocked the punt. So it was very, you know, and I'm a New Orleans native. And... But it was interesting because last night they were showing replaying that blocked punt where the broadcasters let for thirty six seconds, which is an eternity. [00:14:44] S1: That is you. [00:14:45] S0: And the broadcast... Right? Like, most people would be like, hey, do you have [00:14:47] S1: I know. Did I lose you? Yeah. [00:14:49] S0: But it was interesting because, you know... And I'd love for you to talk about that as well, like speed, accuracy over speed. But in that moment to finish that thought, it was thirty six seconds that the broadcasters just went blank because they were cheering so loud. And it was such an emotional moment. The Superdome was housed, thousands of people that were displaced during the hurricane, but also understanding, like, time and place. And I love that about... You you spoke about it in Deer Valley and then, you know, reiterating it here. But, you know, touch on, like... Everyone wants to be, like, speed and data as quick as possible, but you have some research that talks about, like, accuracy over speed all day.
00:14:49 · Ian Dallimore, Monica Ellingson
[00:14:49] S0: But it was interesting because, you know... And I'd love for you to talk about that as well, like speed, accuracy over speed. But in that moment to finish that thought, it was thirty six seconds that the broadcasters just went blank because they were cheering so loud. And it was such an emotional moment. The Superdome was housed, thousands of people that were displaced during the hurricane, but also understanding, like, time and place. And I love that about... You you spoke about it in Deer Valley and then, you know, reiterating it here. But, you know, touch on, like... Everyone wants to be, like, speed and data as quick as possible, but you have some research that talks about, like, accuracy over speed all day. [00:15:28] S1: Yeah. For for users really value the accuracy of that data. So about 44%, you know, you know, when surveyed said that accuracy was more important than speed, only about a little over 20% of users value speed over accuracy. So they just want to make sure that they can trust data, the insights, the stats that we're feeding up. And that's something that's really core to what we at IBM do in terms of fan experiences is to ensure that we're closely governing, especially the content that is created using AI, ensuring that, you know, they can trust us when we're when we're, you know, providing that content to our to our fan base.
00:15:28 · Monica Ellingson, Ian Dallimore
[00:15:28] S1: Yeah. For for users really value the accuracy of that data. So about 44%, you know, you know, when surveyed said that accuracy was more important than speed, only about a little over 20% of users value speed over accuracy. So they just want to make sure that they can trust data, the insights, the stats that we're feeding up. And that's something that's really core to what we at IBM do in terms of fan experiences is to ensure that we're closely governing, especially the content that is created using AI, ensuring that, you know, they can trust us when we're when we're, you know, providing that content to our to our fan base. [00:16:13] S0: Yeah. And the... I I love, you know, watching, and I watch the US Open, and I know you're gonna talk in-depth about it, but it's... And as well with the Masters App that we all feel like so many millions of people have it. But having that stamp of IBM powered by Mhmm. Creates... You know, it's a branding on another level. I'm speaking in a couple of weeks at a at a f one event, and we were prepping for it, and we... They talked about it that as well. Like, it's not simply just slapping the logo, but it's beyond that. It's it's the power behind it. It's the trust that we as, you know, sports fans say, oh, powered by IBM. Okay. I trust this. So when you guys get this right and accurate, it's even more important because it's the backing of the the brand of the company that is, you know, always gotten things right.
00:16:59 · Monica Ellingson
[00:16:59] S1: I wouldn't say that necessarily, but I appreciate that. No. But I I think that, you know, the importance of brand identity, the importance of protecting a a strong brand is something that's absolutely core to to what I do in my job. So, for example, we have the IBM brand, but we also have, for the US Open, we have the USTA brand. We have the Augusta National brand. We have the Wimbledon brand. So when we, as IBM, are bringing a digital product to the table, it's extremely important that that product be a positive representation of what that brand stands for, whether it's the history, the tradition behind those brands at the US Open is kind of more rock and roll in New York, you know, that we're that we're showing that brand in its best light, that the digital product be high quality and that they be reliable. The data we bring is is accurate and the content is compelling and interesting. And we're always pushing the envelope in terms of innovation and, you know, new fan experiences. And, you know, we're always hoping that our fans are... That their expectations are increasing and we're and we're meeting them there or exceeding. So it's really important, you know, especially in a live event where like anything can happen, you never know. And so, you know, making sure that you're prepared for any and everything so that we protect those brands and make sure that fans have the very best experience.
00:18:34 · Ian Dallimore
[00:18:34] S0: Yeah. And I think about... You know, it's playoffs and baseball right now, and I think about the announcers. And then when they make some, like, outlandish stat, you're just like, where did that come from? But now, you know, to your point, the expectation's there. But I'd love for you to go a little bit deeper because it's not like IBM's just spitting out at all these events, just like stats and data, stats and data. Like, the stats and data equal, you know, the insights is important, but the storytelling that comes from those insights is really where the beauty comes and where the brain from a creative perspective, like opens up and you're like, wow, like, that is an amazing stat or an amazing data point. But it's the story behind it rather than just some dots and numbers. Right?