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Paramount Brings Programmatic Ads to the Octagon
YouTube TV Is Finally Letting You Build Your Own Channel Bundles
Disney Puts an End Date on the Bob Iger Era, as Pay Package Grows to $45.8M
‘Stranger Things’ Shatters Holiday Streaming Records, Again
FCC Puts Late-Night Political Talk on the Clock with New 'Equal Time' Rule
Samsung TV Plus Quietly Becomes a Streaming Giant with 100M Users
Netflix Bets on Vertical Video to Keep You Scrolling
Marketers Bet Big on AI and CTV, But Their Tech Is Lagging: Mediaocean Report
Netflix Pledges to Play by Theatrical Rules
Adobe Funnels Another $10MInto its Film & TV Fund Ahead of Sundance
AI

NBCU Taps Google's Gemini to Overhaul AI Olympics Guide

By SOS. News Desk | Jan 07, 2026

NBCUniversal is upgrading OLI, its AI-powered guide for the 2026 Winter Olympics, with Google's Gemini LLM. The move is designed to create a more personal viewing experience and help the broadcaster maximize its massive investment in sports rights.

  • Your personal sportscaster: The revamped guide, which first launched for the 2024 Paris Olympics, will now let fans track live medal counts, get personalized video highlights, and add event reminders directly to their calendars.

  • From tool to tour guide: "We’re transforming it beyond a discovery tool into a true viewing guide," said Jenny Storms, NBCU's Chief Marketing Officer for Entertainment and Sports, in a statement. The AI's scope is also expanding to cover other major events like the Super Bowl.

As streaming competition intensifies, media giants are betting on AI-driven features like OLI to keep viewers engaged and justify the sky-high cost of exclusive sports content.

Credit: IOC

Key Takeaways

  • NBCUniversal is upgrading its AI-powered Olympics guide, OLI, with Google's Gemini large language model for the 2026 Winter Games.
  • The revamped guide will offer personalized features like live medal counts, custom video highlights, and calendar reminders to enhance the viewer experience.
  • The move reflects a broader media industry trend of using AI to boost viewer engagement and maximize the value of expensive sports broadcasting rights.