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Microsoft adds generative AI to NFL scouting app in latest evolution of sports tech partnership
Microsoft added a new AI assistant to the NFL Combine App, letting teams query databases using natural language. (Microsoft Image)
Back in the day, pro football scouts used stopwatches and notepads to track top draft prospects at the NFL Combine.
These days, they are turning to chatbots and cloud computing.
Microsoft earlier this year rolled out a new AI assistant within its NFL Combine App used by coaches and scouts — part of the company's latest effort to bring technology to the NFL.
The AI assistant, powered by Microsoft's Copilot technology, lets scouts ask questions and instantly get responses about player statistics from the NFL Combine, the week-long event that lets teams evaluate college football players ahead of the NFL Draft.
Scouts can input questions such as 'show me the top five players for the 40-yard dash that are less than six feet tall,' and then follow up by asking how those numbers compare to historical data.
The idea is to help teams get immediate insights by simply asking questions, versus waiting for analysts to crunch spreadsheets.
'It's got a lot of these coaches and scouts excited,' said Bryson Gordon, corporate vice president of global media & partnerships at Microsoft.
Seattle Seahawks head coach Mike Macdonald said having faster access to data speeds up the player assessment process. 'Earlier information is better,' he told GeekWire.
Each NFL stadium, including Lumen Field in Seattle, is equipped with a Sideline Communications Center that includes Microsoft Surface tablets used by players and coaches on the sideline. (GeekWire Photo / Taylor Soper)
The new Combine app feature is the latest example of Microsoft's long-running partnership with the NFL that began in 2013 and led to the Surface tablets on the sidelines during games, replacing printed black-and-white paper coaches use to review past plays.
There are now more than 2,000 Surface devices and nearly 200 Windows servers deployed across NFL stadiums.
Microsoft also works with individual teams to boost internal operations. Teams are using Copilot to build marketing plans and create social media campaigns, for example.
Microsoft announced a partnership extension with the NFL in 2020 but did not disclose terms or deal length. The tech giant also works with other sports leagues including the NBA and LALIGA.
The NFL, meanwhile, has key partnerships with fellow Seattle-area tech giant Amazon across live game streaming and cloud-fueled 'Next-Gen Stats.'
Previously: Surface saver: How Microsoft's deal with the NFL turned into a marketing boon for its tablet
