Warner Bros. Discovery Sports Europe has announced the launch of the Cycling Central Intelligence (CCI) platform, developed with Amazon Web Services (AWS). This generative AI-powered platform aims to transform mountain bike event broadcasting for a global audience. The CCI will be showcased at the 2025 WHOOP UCI Mountain Bike World Series beginning in Araxá, Minas Gerais, Brazil.
AWS now serves as the Official Cloud Infrastructure, Artificial Intelligence, Machine Learning, and Deep Learning Provider for the series. This partnership supports Warner Bros. Discovery’s mission to enhance viewer experiences by providing data-driven insights.
The platform is designed to assist cycling commentators by offering instant access to comprehensive information on riders, venues, and race histories, which helps deliver enriched storytelling. “What makes CCI truly revolutionary is how it enhances and complements the human expertise that makes sports broadcasting special,” said Chris Ball, VP of Cycling Events at Warner Bros. Discovery Sports. He added that the collaboration with AWS sets new standards in sports broadcasting innovation.
General Manager of Media & Entertainment, Games, and Sports at AWS, Samira Panah Bakhtiar, noted, “AWS is helping Warner Bros. Discovery enhance the art of sports storytelling through the practical uses of generative AI.”
The technical architecture of CCI includes components such as Amazon Textract, Amazon Translate, and Amazon Comprehend, all integrated for efficient information processing. The system’s capabilities highlight the balance between AI technology and human expertise, ensuring control over storytelling remains with broadcasting professionals.
As the 2025 mountain bike world series begins, live and on-demand race coverage will be accessible through various Warner Bros. Discovery channels, including Eurosport and TNT Sports, along with streaming on platforms like Max and discovery+.
