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Seattle Seahawks tap Amazon Web Services for digital media processing
- The Seattle Seahawks extend its partnership with Amazon Web Services Inc. for digital media processing to reach more fans across multiple platforms.
- The Seahawks will use AWS generative AI services, specifically Amazon Bedrock, to create, translate, and share press conference content faster.
- The team produces over 1,000 videos annually, including 300 press conferences, leading to a 60-step manual process that took 30 minutes to complete each video.
- Amazon Bedrock has reduced this process to just a few automated tasks, creating detailed multi-language descriptions and adding time codes to videos allowing fans to jump to specific parts.
- Custom vocabularies updating rosters are built to train the AI to recognize specific player and coach names, avoiding hallucinations, and wrong information.
- The team uses AWS MediaConvert, S3, SMS, and Bedrock for a smoother process for handling and distributing content, although the focus is on press conferences, the Seahawks plan to include other types of content.
- The addition of AI and various AWS tools has promised fans a faster fan experience to get more information while unveiling the game's history to bubble up more content and tell unique stories.
- Kenton Olson, Vice President of Digital and Emerging Media with the Seattle Seahawks thinks the ability to get more information faster and to uncover game history to bubble up more content and tell unique and compelling stories is the way forward.
- AI promises to change the world in more ways than we can imagine, is being used to redefine the lens that fans watch through, and improve fan engagement experience.
- AWS helps the Seahawks process everything from live video streaming to transcriptions, the latest initiative helps the Seahawk to get content to their fans much faster than before by using AWS efficient automation technology.
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