Artificial Intelligence Steals the Show as Morgan Stanley Highlights Decade at The Players Championship
Fresh Take:
Morgan Stanley has been).wagoning with the PGA Tour's unofficial fifth major since 2016, making this year's tournament their sixth anniversary as a partner.
Last year, to commemorate the Players 50 edition, the firm offered an augmented reality experience on mobile devices. This experience catered to fans onsite at TPC Sawgrass, as well as those watching the tournament from home. Justin Rose, an 11-time PGA Tour winner and Morgan Stanley's brand ambassador, acted as a golf culture guide, sharing insights on iconic moments and occasionally adding humor.
Rose is excited about this year's technology showcase, which includes an AI Course Setup Tool powered by AWS. This tool aids agronomists, tour officials, and field staff by predicting how each hole will play during the tournament.
The AI tool is being utilized for the first time this week, and Rose believes it will significantly impact play while offering a peek into future applications, such as predicting the effect of minor architectural changes on scoring.
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Morgan Stanley'sAI-Powered Golf Tool
Morgan Stanley's new app uses AI to optimize tee and hole locations. The app takes into account factors such as driving distance and how the rough penalizes missed fairways, providing a more precise and efficient process for setup decisions. According to Morgan Stanley chief marketing officer Alice Milligan, the app represents a significant step forward in innovation within their partnership with the PGA Tour.
Philanthropic Impact
Over the past decade, Morgan Stanley has donated close to $2 million to charitable organizations nationwide, including First Tee, through its Eagles for Impact campaign. This year, a fan experience tied to that initiative will further boost the tournament's charitable impact.
Reflecting on the partnership, Mandell Crawley, chief client officer at Morgan Stanley, emphasized the tournament's philanthropic significance and its alignment with the firm's core values. Morgan Stanley views the Players Championship as a symbiotic relationship: a key marketing event for them and a cherished partnership.
- Morgan Stanley's golf tool powered by AI is set to optimize tee and hole locations, taking into account factors such as driving distance and rough penalization, making setup decisions more precise and efficient.
- Justin Rose, Morgan Stanley's brand ambassador, is excited about the technology showcase at this year's Players Championship, which includes the AI Course Setup Tool powered by AWS.
- Morgan Stanley's AI-powered app is a significant step forward in innovation, as it is used for the first time this week to predict how each hole will play during the tournament, aiding agronomists, tour officials, and field staff.
