‘Thursday Night Football’ A.I. Features Help Amazon Viewers Predict Game Play

Amazon Prime Video is working to pull back the curtain on what NFL teams might do next on “Thursday Night Football.”

The streaming giant is adding to the number of on-screen guide features powered by A.I. offered during “TNF.” While Amazon already presented “defensive alerts” that track the movements of defensive players prior to the snap and identify players likely to rush the quarterback, it is making new elements available at the start of a new season for the gridiron series. “Pressure alerts” will highlight defenders in position to disrupt an offensive play, while another will analyze where in the formation the offensive line is likely to try and push through. A third, “Coverage ID,” tries to identify the defensive formation in place in real time — before the snap takes place.

We consistently push the teams to use AI and computer vision to deliver enhancements that will be meaningful to fans. We are excited by the progress, and the new innovations coming this season,” says Jared Stacy, director of live sports production at Prime Video, in a statement.

Amazon’s growing interest in offering its subscribers the ability to game out game play before it happens spotlights what may be the future of TV sports. As more consumers flock to interactive streaming hubs for access to their favorite match-ups, they may be able to harness new features that quickly identify the potential for key plays and team maneuvers. These new highlights could also become more in demand as the availability of sports wagering grows across the U.S.

The NFL and Amazon on Tuesday unveiled an extension of a data partnership they have in place that powers the generation of a new array of statistics. Each season, the so-called “next gen stats” collects more than 500 million data points each season, creating a store of information that can be tapped for new twists to the viewing experience as well as alternate telecasts.

“By harnessing the power of data and advanced technologies like generative AI, together we are accelerating the pace of innovation in important areas such as player safety, fan engagement and content production,” says Gary Brantley, chief information officer at the NFL. “This season we’ll see an increase in operational efficiency as we begin to leverage AWS’s generative AI capabilities at NFL Media.”

Sportscasters can also make use of the technology. “Having the opportunity to experience Amazon’s AI technology during the game really helps fans understand the subtleties of each play, and offers them a deeper understanding of the strategic aspects of football,” said Kirk Herbstreit, a key game analyst for “Thursday Night Football.” “When I watch a game, I like to see how the pre-snap motions force the defense to adjust.”