And painted leaderboards are updated by hand.
Meanwhile, behind the scenes, it’s Jones Bobby meets Jetson George. How does Augusta National lean into emerging technologies without compromising its storied tradition?
Get creative and you can grow the game. Get too cute and you can damage the brand.
“It’s a balance,” said Fred S. Ridley, chairman of Augusta National. “And it’s not always easy.”
That means moving in a Masters-like manner, which around here entails operating so quietly and efficiently that changes seem to magically appear.
“We certainly want to progress,” Ridley said. Now Driving” podcast.
It’s club policy that no employees speak on the record, but people who work at the content center will tell you about their “crawl, walk, run” development process in which they won’t rush to put a technology in place but instead will perfect and polish it before the unveiling. IBM says that’s because of Augusta National’s interest in staying neutral.
The technology is exclusive to on-site demonstrations and not yet public, though there are ongoing discussions for broader fan access.
IBM uses AI to provide a live-shot feed in which the best and most exciting shots happening around the course are streamed online.
