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AI to Transform LA 2028 Olympics

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Olympic Broadcasting Services has outlined a future vision for the Los Angeles 2028 Summer Games that blends artificial intelligence, immersive storytelling and global entertainment.

Following the success of First-Person View drones used in Milano to capture high-speed winter sports from dramatic angles, organizers say LA 2028 will push technological boundaries even further.

AI is expected to allow viewers to interact with Olympic broadcasts in real time, including pausing action, accessing historical comparisons and requesting specific angles or data during events.

Broadcasters are also planning to expand the use of entertainment talent alongside athletes to appeal to broader audiences beyond traditional sports fans.

Officials say the Games will combine sports with storytelling, using Los Angeles’ position as a global media hub to deliver a more personalized viewing experience.

Google to power LA28 Olympics with cloud and AI technology

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Google has been named the official cloud provider for the Los Angeles 2028 Olympic and Paralympic Games, joining LA28 as a founding partner in a deal that also includes Team USA and NBCUniversal’s broadcast coverage. The collaboration will leverage Google Cloud’s infrastructure and AI tools, including its Gemini model and a new AI Mode in Search, to enhance both event operations and the fan experience.

Casey Wasserman, LA28 chairperson and president, said the partnership will help deliver “a technologically advanced, engaging, and digitally accessible Games.” Google’s systems will support venue navigation, real-time updates, and interactive digital experiences for millions of spectators and volunteers.

Marvin Chow, Google’s VP of marketing, said the collaboration will make the Games “more personal and interactive,” while NBCUniversal’s ad chief Mark Marshall noted that integrating Google’s AI with NBCU’s content would create “a world-class viewing experience.”

YouTube will also partner with NBCUniversal to host exclusive Games-related content, expanding audience reach across platforms.

With more than 70,000 workers and volunteers expected, Google’s technology will serve as a digital backbone for the Olympics. It becomes LA28’s fifth founding partner, alongside Starbucks, Honda, Comcast, and Delta.

The LA28 organizers, a private non-profit, aim to secure up to $1 billion in new sponsorships next year — bringing total deals to around $2 billion as the city prepares to host its third Olympics and first Paralympics.