NBCU Taps Google's Gemini to Overhaul AI Olympics Guide

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.