The future is here, and it’s coming to the Grammys. IBM has struck a partnership with CBS and the Recording Academy ahead of the 60th Annual Grammy Awards in New York this Sunday (Jan. 28). There’s nothing unusual about the Recording Academy partnering up for its showpiece annual event, but this deal has a unique angle; it’ll mark the first time artificial intelligence will be used to automatically generate award show content.
According to reps, the Recording Academy with integrate IBM’s signature Watson AI technology into the show’s digital workflow to streamline the operations and production behind the Grammys red carpet. Through the partnership, the production and curation of Grammys content should flow more efficiently across TV, social media, and digital platforms and generate “more engaging fan features.”
IBM’s solutions have already been put to work at the US Open last August, and at Augusta National at the Masters last April.
Music’s biggest night will be hosted by award-winning television personality and performer James Corden and will be broadcasted live on CBS at 7:30 p.m. ET/4:30 p.m. PT. The glittering lineup of performers includes Lady Gaga, P!nk, Childish Gambino, Little Big Town, Luis Fonsi & Daddy Yankee, Kesha, Bruno Mars, Cardi B and many more.