An innovative AI-powered experience designed to engage sports business leaders at scale, built by SOUTHWORKS for Microsoft.
LAS VEGAS, NV / ACCESS Newswire / April 8, 2025 / SOUTHWORKS, a leading Cloud and AI engineering partner known for helping customers move fast on high-impact initiatives, has delivered an AI-powered assistant for the Microsoft "Reimagining Sports Media Through AI-Powered Transformation" activation in the Sports Business Hub at the NAB Show 2025. SOUTHWORKS' commitment to developing innovative solutions quickly and efficiently, coupled with Microsoft solutions, allowed SOUTHWORKS to deliver an AI assistant designed to enhance the attendee experience. This AI solution provides instant insights into fan engagement, content optimization, analytics, and more, enabling sports organizations to better understand how Microsoft and partner technologies can help unlock new opportunities.
"We thrive on delivering solutions at speed and scale, and this was no exception," said Pablo Damiani, Head of Practice at SOUTHWORKS. "Microsoft Azure AI Foundry gave us the tools to move fast, and we used Azure OpenAI Service for natural language understanding, Azure AI Search for ultra-fast semantic search and data retrieval, and Azure Container Apps for seamless compute. That meant we could focus on crafting a tailored AI experience rather than building the basics from scratch. The result? A chatbot experience that enables attendees to effortlessly discover and interact with the Microsoft sports activation content through a natural language interface."
The AI assistant is available through a dedicated website, accessible via QR codes placed throughout the Microsoft sports activation at the NAB Show 2025. Attendees can explore how Microsoft and its partner ecosystem help organizations engage audiences, optimize content, and enhance fan experiences.
Beyond the digital experience, the Microsoft sports activation offers an interactive journey of demos showcasing the essential capabilities needed to deliver fan-centric content. The experience highlights key aspects of the transformation process, from understanding business needs to implementing cutting-edge technologies for enhanced performance and fan engagement.
"Sports organizations are sitting on a wealth of data, and AI is the key to unlocking its full potential," said Johnny Halife, CTO at SOUTHWORKS. "By making insights instantly available, these AI-powered solutions empower decision-makers to refine their strategies, maximize fan interactions, and create more compelling content experiences."
SOUTHWORKS' ability to deliver enterprise-grade solutions quickly and efficiently with the help of Microsoft solutions underscores its deep expertise in AI, cloud engineering, and digital innovation.
AI Innovation in Action: SOUTHWORKS Brings Next-Gen AI Showcase to NAB Show 2025
SOUTHWORKS will also be exhibiting at the NAB Show 2025. The team will showcase how media and entertainment companies can harness AI to revolutionize video production and content discovery. Attendees can find SOUTHWORKS in the AI Innovation Pavilion at Booth W4332.
For more information about SOUTHWORKS and its industry-leading AI solutions, visit southworks.com.
Media Contact:
Nicole Revers
nicole.revers@southworks.com
SOUTHWORKS
SOURCE: SOUTHWORKS
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