Wimbledon and IBM launch AI-powered fan experiences for 2026
The All England Lawn Tennis Club and IBM launched AI-driven features like Key Moments and Match Chat for the 2026 Championships, alongside a digital platform modernization using IBM Bob. Engagement grew by 16% in 2025, with myWIMBLEDON registrations up 39%. The Championships run from June 29 to July 12, 2026.

*this image is generated using AI for illustrative purposes only.
The All England Lawn Tennis Club and IBM have introduced new AI-powered digital features for The Championships 2026, aimed at enhancing fan engagement through the Wimbledon app and wimbledon.com. The watsonx AI-powered capabilities include the Key Moments tool and an enhanced Match Chat, designed to provide a seamless and personalized experience for global tennis fans. These innovations are part of a broader modernization of Wimbledon's digital platforms, leveraging data analysis and improved architecture to streamline user journeys.
New AI Features
The Key Moments tool builds on the existing Likelihood to Win feature, offering deeper insights into match dynamics by analyzing plays that influence the game's direction. Available for gentlemen's and ladies' singles matches, it complements the probability model to help fans understand momentum swings. The enhanced Match Chat, an AI assistant, allows fans to ask natural language questions during matches, receiving instant, conversational responses with photos and video for context. Built on watsonx Orchestrate, it uses AI agents trained on Wimbledon's editorial style and tennis terminology.
Digital Platform Modernization
Wimbledon's digital platforms underwent a comprehensive modernization, including the extraction of over 15,000 digital assets to a new architecture. IBM Bob, an AI-powered development accelerator, was used to build a knowledge graph and develop AI-driven workflows. This reduced a mapping project that traditionally required months of work by a team of specialists to a single engineer completing it in 4 weeks, with the 15,000 assets extracted in just 47 minutes.
Engagement Growth
In 2025, AELTC reported a 16% year-on-year increase in engagement across all platforms, with a 39% growth in myWIMBLEDON registrations. The Championships 2026 will run from Monday 29 June to Sunday 12 July, with features accessible via IBM Slamtracker on the Wimbledon App and wimbledon.com.
| Metric | Growth |
|---|---|
| Engagement across all platforms (2025) | 16% year-on-year |
| myWIMBLEDON registrations (past year) | 39% |
| Digital assets extracted | 15,000 |
| Time for asset extraction | 47 minutes |
Usama Al-Qassab, Marketing and Commercial Director at the All England Club, emphasized the partnership's role in delivering meaningful experiences. Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, highlighted how AI deepens engagement and accelerates innovation. The partnership, spanning over 35 years, continues to evolve with AI integration since 2017.
How might the success of these AI features influence other Grand Slam tournaments to adopt similar digital engagement strategies?
Could the efficiency gains from IBM Bob accelerate the adoption of AI-driven development tools in other sports industries?
What potential privacy concerns could arise from the increased use of AI and data analysis in fan engagement?




























