There will be a special guest at the GRAMMYs this year. And the stars won't even know it's there.
For the milestone 60th GRAMMY Awards, the Recording Academy has partnered with IBM to bring its artificial intelligence platform, Watson, into the show's digital workflow to streamline the operations and production behind the GRAMM Awards red carpet.
Through the partnership, the production and curation of content on GRAMMY.com will flow more efficiently across TV, social media, and digital platforms and generate "more engaging fan features."
This marks the first time artificial intelligence will be used to automatically generate award show content.
Watson will be deployed to analyze videos and photos of nominees and attendees as they arrive at the ceremony in New York. The findings will be curated into photo galleries and uploaded to GRAMMY.com website for fans to see.
"We want to give fans a closer connection with the music and the artists and the stories that they love, and we want to do it in a way that’s more seamless, more real-time than ever before," said Recording Academy Chief Marketing Officer Evan Greene.
