Generative AI transforms Women's Rugby World Cup broadcasts

Capgemini has announced the introduction of TryZone IQ, a generative AI-powered technology set to deliver live match analysis and contextual insights during the Women's Rugby World Cup 2025 broadcasts worldwide.

The technology aims to support commentary teams by providing real-time match data, enabling rugby fans to receive instant, concise information that enhances their understanding of the sport as games are played. The debut of TryZone IQ marks the first instance of generative AI being used at a Rugby World Cup.

Developed by Capgemini in partnership with World Rugby and Opta, TryZone IQ utilises historic and live match data, including player actions, team dynamics, and overall match statistics, updating these inputs every minute. Its generative AI engine processes this data to generate brief, informative, text-based summaries that rugby analysts can use to supplement their live commentary. The technology is designed to prioritise effective collaboration between human analysts and AI, with analysts maintaining editorial control over which insights are broadcast or shared across digital and social platforms.

According to Capgemini, more than half of sports fans are now using AI or generative AI as their main source of sport information, while 67% are seeking a platform that aggregates content. This technology is set to provide timely and relevant insights to support editorial storytelling, aiming to improve the match viewing experience for both seasoned supporters and newcomers to the sport.

Capgemini collaborated with World Rugby and Opta to research fan behaviours and preferences, informing the features selected for TryZone IQ. The resulting system aims to convert complex and raw game data into accessible narratives, making it easier for audiences to connect with the sport, especially during a period when women's rugby is expanding globally and welcoming millions of new viewers.

"As women's rugby reaches new heights and the World Cup draws global attention, we felt there was a unique opportunity to apply innovation to make the game more engaging for a broader fanbase," said Steven Webb, UK Chief Technology and Innovation Officer at Capgemini. "With TryZone IQ, we're infusing the transformative power of generative AI into the heart of the game to meet the expectations of fans today who are looking for real-time stories, context, and clarity as they follow the sport. It is a great example of how innovation can help fans feel closer to the action, while enhancing their overall experience and enjoyment along the way."

In addition to real-time commentary support, Capgemini, World Rugby, and Opta also collaborated to develop new on-screen visualisations for the tournament. One such feature, "Expected Tries," adapts statistical methods familiar to football's 'xG' metric, displaying to viewers how many try-scoring opportunities are being created compared to actual tries scored in a match. Another feature, "Attacking Threat," converts live metrics, such as possession, territory, and momentum, into an on-screen power bar, allowing audiences to quickly understand which side is currently asserting dominance and most likely to score.

The Women's Rugby World Cup 2025 is expected to attract over 20 million viewers globally, reflecting the rapid growth and increasing popularity of women's rugby. This expansion is introducing new audiences to rugby, and organisers believe that making match data more accessible can help first-time viewers appreciate the intricacies of the sport.

Capgemini has a longstanding involvement in rugby, having supported major men's and women's international competitions and served as a global partner of the Women in Rugby initiative since 2022. The company has also supported the Capgemini Women in Rugby Leadership Programme, which seeks to foster a new generation of female leaders in the sport.

By harnessing the capabilities of its generative AI technology and drawing from its experience in data and digital transformation, Capgemini aims to deliver a resource for commentary teams while also improving the overall fan experience as the global tournament unfolds.