Tech giant IBM (IBM) and the mixed martial arts organization UFC (TKO) are taking their partnership to the next level by launching a new real-time AI feature called In-Fight Insights. Indeed, this tool made its debut at UFC 322: DELLA MADDALENA vs. MAKHACHEV on Saturday, November 15, at Madison Square Garden. It works by using AI to instantly detect and announce major moments—like records, streaks, or milestones—as they happen during a fight.
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Interestingly, the tool is built from over 13.2 million data points across 2,400+ UFC fighters over 20+ years, and aims to make the viewing experience more exciting and informative for all types of fans. The technology is part of the larger UFC Insights Engine, which was developed with IBM’s watsonx AI platform. While earlier versions focused only on pre- or post-fight stats, this new feature works live during matches for the first time since the IBM-UFC partnership began.
According to Alon Cohen, EVP of Innovation for TKO, this system is unique because it balances both depth and speed, which are two things that most AI tools struggle to deliver at the same time. Now, broadcasters can give fans immediate context as the fight unfolds, while pre-fight stats will still be available before each match. The new insights will appear directly in the broadcast feed and be stored in the UFC Insights Engine for future analysis. IBM’s Senior VP, Jonathan Adashek, said that this shows how AI is changing live sports by adding more emotion and storytelling to the action.
Is IBM a Buy, Sell, or Hold?
Turning to Wall Street, analysts have a Moderate Buy consensus rating on IBM stock based on seven Buys, five Holds, and one Sell assigned in the past three months, as indicated by the graphic below. Furthermore, the average IBM price target of $295.18 per share implies 0.7% downside risk.
