How Google Will Elevate the Olympic Games Experience With AI

Taking the Olympics’ relationship with AI up another level, Google is partnering with the Los Angeles 2028 Olympic and Paralympic Games organising committee (LA28), Team USA and NBCUniversal to integrate its AI and cloud computing infrastructure across the sporting event. 

Google will serve as a founding partner and official cloud provider for the games, which will be the first Olympic and Paralympic events held in the US in 26 years.

What AI tools will Google integrate into the Olympics?

The partnership will see Google deploy its Gemini large language model (LLM), Google Cloud infrastructure and search technologies.

Altogether, these tools will support operations spanning athlete training analysis, fan information retrieval and workforce management for 70,000 volunteers and staff members. 

Fans will access these AI features through Google Search on their phones and computers, with the technology integrated into NBCUniversal’s broadcasting to help viewers find information about events, athletes and results while watching coverage.

Google Cloud’s AI abilities to power athlete training and operations

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

The cloud platform will process sports performance data to generate insights for athlete preparation, while also supporting LA28’s operational planning through Google Workspace, the company’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.”

Los Angeles will become the third city to host three Olympic Games, following events in 1932 and 1984, with the 2028 edition marking the city’s first Paralympic hosting. 

The Games will take place across existing venues from the Pacific Ocean to arenas in Southern California, with organisers committing to host the event without constructing new permanent infrastructure.

The roles of AI Mode, Gemini, Google Cloud and YouTube in NBCUniversal’s coverage

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

AI Mode
As a result, Google Search will integrate with NBCUniversal’s broadcast and streaming coverage of the Games, deploying AI Mode, a search interface that uses LLMs to process queries and provide responses with source citations from web content. 

The feature will be demonstrated during NBCUniversal’s programming, showing viewers how to use their phones or computers to ask questions about the Games through Google Search whilst watching. 

Fans will be able to open Google Search or the Gemini app on their devices to ask questions about medal counts, athlete information, event schedules or competition details – receiving responses that draw on web sources. 

The system allows users to submit follow-up queries and verify information through linked content. 

Gemini
Google will also provide Gemini access to Team USA athletes during their preparation and competition.

Marvin Chow, Vice President of Marketing at Google, says: “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.

“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.”

Google Cloud
Google Cloud will process viewership metrics for NBCUniversal’s coverage across its broadcasting networks, including NBC, NBC Sports and Peacock, the company’s streaming platform. 

YouTube
YouTube, which Google acquired in 2006, will also partner with NBCUniversal to distribute content related to the Games, hosting material that serves as an extension of NBCUniversal’s 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 pioneering 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.”