AWS and Warner Bros. Discovery Launch AI-Driven Data Platform for UCI Mountain Bike World Series

Amazon Web Services (AWS) has unveiled a generative AI-powered data and content platform in partnership with Warner Bros. Discovery (WBD), designed to enhance the coverage and commercial presentation of the UCI Mountain Bike World Series. The platform, named Cycling Central Intelligence, integrates live data, predictive analytics, and automated content creation, signalling a major advancement in the digital transformation of sports media.

The launch marks a significant step in the ongoing collaboration between WBD and the Union Cycliste Internationale (UCI) to elevate the global profile of mountain biking through media innovation. The system was co-developed with support from the UCI and event organiser ESO Sports and will be deployed across all 15 rounds of the 2024–25 UCI Mountain Bike World Series.

The Cycling Central Intelligence platform leverages AWS’s suite of machine learning and generative AI services to process real-time race data, historical statistics, and rider performance metrics. This information is used to generate automated live updates, storytelling content, and broadcast graphics, allowing producers and commentators to deliver richer, more informed coverage. WBD states that the platform will also power predictive insights to improve audience engagement and viewer retention across digital and broadcast channels.

WBD’s Head of Sports Innovation, François Ribeiro, described the launch as a “milestone moment” in the company’s use of artificial intelligence to augment sports storytelling. “This platform allows us to elevate how the sport is presented, enabling more insightful, dynamic, and data-rich content for fans, broadcasters, and partners alike,” he said.

The move reflects a broader trend in the global sports industry, where rights holders and broadcasters are increasingly turning to AI and data platforms to enhance viewer experience, streamline operations, and unlock new monetisation opportunities. From automated highlights to predictive fan analytics, generative AI is reshaping how sports content is produced, personalised, and distributed.

For Warner Bros. Discovery, the project builds on its existing multi-year media and commercial rights deal with the UCI, which includes live broadcast coverage and content production for mountain biking’s major events. The integration of AWS’s technology further deepens the strategic relationship between the two companies, and underscores WBD’s commitment to applying emerging technologies to drive growth in niche sports properties.

Commercially, the platform is expected to offer significant value for sponsors, broadcasters, and event organisers by enabling real-time data overlays, contextual advertising, and enhanced storytelling formats. It also aligns with increasing demand from media buyers for more measurable, interactive content formats in live sports.

As the industry continues to evolve, the Cycling Central Intelligence platform may serve as a case study for how generative AI can be deployed not to replace human storytelling, but to enrich and scale it—especially in sports with growing global audiences and complex data ecosystems.