NB-AI generative tool promises to create innovative live game viewing experience for fans

Fox News Flash top sports headlines are here. Check out what's clicking on Foxnews.com.

As the viewing habits of sports fans continue to shift, more and more sports leagues have attempted to give consumers new and innovative ways to engage with players and games.

A number of NBA fans use the league’s mobile app to watch their favorite team. Given the growing popularity of its digital platforms, the NBA is tapping into artificial intelligence to enhance fans' viewing experience.

During February's Tech Summit, NBA Commissioner Adam Silver demonstrated the AI technology that will likely alter the way fans interact with games whenever they opt to experience the league with the app.

CLICK HERE FOR MORE SPORTS COVERAGE ON FOXNEWS.COM

The NBA logo on a backboard before a game between the Denver Nuggets and the Utah Jazz at Ball Arena Oct. 30, 2023, in Denver, Colo.  (C. Morgan Engel/Getty Images)

"There is a need to see the NBA making strides to use AI," Alex Beckman told Fox News Digital. "What we see is brands that have invested early — that have gotten a head start — (are) now making strides (into) that second and third tiers of AI and how it can touch fans."

Beckman is the founder and CEO of ON, a leading AI chat platform which powers AI experiences for some of the world's most recognizable sports brands, including the New York Yankees and Las Vegas Aces.

FOX SPORTS EXPANDS GOOGLE CLOUD PARTNERSHIP, GENERATIVE AI TO AUTOMATE ARCHIVED SPORTS VIDEO SEARCH

While Silver provided a sneak peek at the technology, the league billed it as an engine that will drive a new, personalized experience when live games are viewed on the app.

While several details about the technology remain unknown, one of the features is expected to