Google links with NBCU, becomes Official Search AI Partner of Team USA

Dive Brief:

Google has partnered with Team USA and NBCUniversal (NBCU) to become the Official Search AI Partner of Team USA, per details shared with Marketing Dive. The effort represents the first time the tech giant has entered into a partnership with Team USA.
Through the tie-up, Google will elevate athlete stories by integrating sponsored content formats within NBCU’s coverage of the games. NBCU’s content will leverage Google’s products, including Search, Maps and its Gemini artificial intelligence (AI) tool.
The effort will extend to both the Olympic and Paralympic games and includes a number of activations, including an “Explain the Games” feature highlighting Google Search’s AI Overviews, a tie-up with comedian Leslie Jones, enhanced 3D broadcasts and more.

Dive Insight:

With the Olympics fast approaching — the Opening Ceremony kicks off July 26 — Google is using the games as an opportunity to highlight a variety of its features while further cementing itself within the buzzy AI landscape. The effort is meant to bring athlete stories and the Paris games to life by integrating sponsored content formats, including ways to search the Olympic and Paralympic games with Google Search and its AI features, within NBCU’s coverage.

A number of activations are planned as part of the partnership, including an “Explain the Games” component that will showcase how Google Search’s AI Overviews can help viewers understand questions about the games via a single search. The activation, which will include demonstrations from NBCU commentators, will also extend to the media company’s social media accounts. The move could help consumers grow more comfortable with the AI search feature, though it has a fair share of criticism to overcome.

Among other activations is a tie-up with actress and comedian Leslie Jones, described in release details as a “chief superfan commentator,” who will follow the games with help from Gemini. The star will use the AI tool to come up with custom moves or learn a new sport while also sharing knowledge with viewers across NBCU networks and streaming service Peacock, per release details.

The partnership will also follow five Olympians and Paralympians who will be featured in social videos and late-night promos while they explore Paris, the host city for the games, with assistance from Google Lens, Circle to Search, Immersive View in Google Maps and Gemini. Viewers during the games will also see immersive views of Olympic venues in Paris, like Versailles, Stade Roland Garros and more provided by Google Maps Platform’s Photorealistic 3D tiles, which allow viewers to see locations around the world in 3D.

The splashy partnership from Google comes as its owner Alphabet sees success. The company reported a revenue increase of 15% year over year in Q1 to $80.54 billion, topping analyst expectations, while CEO Sundar Pichai said the company is well into its “Gemini era.” The company is expected to report its earnings July 23 after market close.

NBCUniversal has been heavily activating around the Olympics and is actively searching for ways to engage with young consumers. Recently, the broadcaster unveiled the Paris Creator Collective, a program that will send 27 creators to Paris for coverage of the games. NBCU owns the U.S. media rights to the Olympic games through 2032.