Welcome to the exciting future of AI-enhanced live events. From virtual reality (VR) to AI’S ROLE IN THE personalised highlights reels, artificial intelligence is reshaping how we experience sports EVOLUTION OF matches, concerts and more. LIVE SPORT AND The global live sports and entertainment market remains resilient, even amid uncertain ENTERTAINMENT economic times. Consumers consistently show a willingness to pay premium prices for live games and concerts. Despite all the technologies that virtualise, enhance and customise these events, the physical venue remains their beating heart. The lights dim as Beyoncé appears on stage, glittering in a sequined leotard. As she launches into "Crazy in Love," you feel the reverberations in VR and augmented reality (AR) can make you feel like you’re sitting on the centre line or your chest through the roar of the crowd. But you're front row while still in the comfort of home. The Premier League offers to give not actually in Atlanta’s Mercedes-Benz Stadium. remote fans an immersive matchday experience. Spectators use VR headsets or Instead, you're immersed in a hyper-realistic smartphones to chat with their friends while watching live matches from different angles concert simulation created by AI. With personalised and perspectives. Meanwhile, AR can overlay digital information and graphics to augment camera angles and a queued playlist, it's a bespoke in-stadium views. AR can be used to display player stats, trivia questions, or social media concert delivered straight to your living room. feeds. IBM and Wimbledon are using AI to transform the digital Wimbledon experience. For 2023, they used their to develop an AI commentary feature that provides automated match narration for highlight videos on the Wimbledon website and app. The system uses a generative language model fine-tuned with the use of unique Wimbledon nomenclature. This technology could eventually offer every fan their own tailor-made sports or music event recaps.