Use Case: Watsonx at the GRAMMYs

The GRAMMYs have always been a spectacle. Red carpets, flashing lights, and once-in-a-lifetime performances defined the event. But behind the scenes, an equally impressive transformation took place. In 2024, AI stepped into the spotlight, not as an artist, but as an amplifier of storytelling. It helped millions of fans connect with the music they love. IBM Watsonx redefined how the Recording Academy engaged audiences, using AI to scale editorial coverage and personalize the GRAMMY experience like never before.

Through AI Stories with IBM Watsonx, the Recording Academy’s editorial team had an AI-powered content builder that generated real-time coverage of GRAMMY nominees, performances, and cultural impact. What used to take hours of research and writing was expanded instantly, allowing fans to engage with their favorite artists in a whole new way.

Why Did AI Matter at the 2024 GRAMMYs?

Music is deeply personal, and so is the way people experience the GRAMMYs. For years, coverage was limited by bandwidth. There was only so much a human editorial team could write in the days leading up to and during the event. That meant some nominees received in-depth coverage, while others barely received a mention.

AI changed that. Watsonx did not replace human storytelling; it enhanced it. By leveraging AI-generated insights, the Recording Academy provided more coverage, more perspectives, and deeper storytelling. Whether highlighting an emerging artist’s journey or providing real-time insights during the GRAMMY livestream, AI made the experience more inclusive and engaging.

Think about sports coverage. When a favorite team plays, fans expect real-time stats, instant replays, and expert analysis. Music fans deserved the same level of insight. With Watsonx, the GRAMMYs evolved beyond a traditional TV broadcast into an interactive, AI-powered fan experience.

What Did AI-Powered Storytelling Look Like?

The Recording Academy’s AI-powered Content Builder, hosted in watsonx.ai, allowed editors to generate in-depth coverage of GRAMMY nominees at scale. Instead of writing every article from scratch, editors used AI models trained on trusted data to produce detailed insights, covering everything from career milestones to philanthropic work.

Here is how AI supported the event in real time:

• Pre-Event: AI generated artist profiles, nominee highlights, and historical comparisons, helping fans discover new artists and trends.
• Red Carpet and Backstage: Real-time AI-powered insights provided instant background on nominees, past GRAMMY wins, and cultural influence.
• During the Show: AI-assisted content helped social media teams push out timely, personalized updates, ensuring no moment went unnoticed.

It was not just about volume; it was about personalization. Fans engaging through live.grammy.com received AI-driven updates tailored to their interests. Whether they followed hip-hop, classical, or indie rock, AI ensured they received relevant content.

How Did AI Support This Behind the Scenes?

AI-powered fan engagement did not happen in a vacuum. It required governance, explainability, and trusted data. The Recording Academy ensured this through IBM’s AI framework. With Watsonx, AI-generated content was reviewed and refined by human editors, ensuring accuracy and alignment with the Academy’s brand.

watsonx.governance ensured that AI-generated stories met ethical and editorial standards. Bias detection tools helped keep coverage fair and balanced across genres. Real-time monitoring prevented misinformation or inaccuracies from slipping through.

Meanwhile, watsonx.data powered the integration of diverse data sources. AI was not just pulling from public sources but also incorporating trusted industry insights, artist discographies, and past GRAMMY history.

Why This Changed the Future of Live Events

The 2024 GRAMMYs demonstrated how AI-powered storytelling could redefine live event coverage across industries. Sports, film festivals, and political debates all require real-time insights, personalized experiences, and expanded coverage. AI made this possible.

Imagine a world where major events automatically generated in-depth coverage tailored to audience interests. AI highlighted the most relevant moments, and fans interacted with content in ways never before possible. That was the future Watsonx helped create.

For the Recording Academy, this meant giving fans deeper access to the stories behind the music. Every nominee, whether a chart-topping star or an independent artist, received the recognition they deserved.

As AI continues to evolve, the challenge is not whether it should be used but how it should be used responsibly. The Recording Academy and IBM showcased how AI could amplify human creativity rather than replace it. The GRAMMYs remained Music’s Biggest Night, but in 2024, they also became a showcase for the future of AI-powered storytelling.

IBM Watsonx: Powering the Future of AI-Driven Storytelling

IBM’s Watsonx suite provided the foundation for AI-powered content creation, ensuring accuracy, fairness, and personalization:

• watsonx.ai: Generated explainable AI-powered stories and insights for editorial teams.
• watsonx.data: Integrated trusted data sources, enabling AI to produce accurate, reliable content.
• watsonx.governance: Ensured AI outputs met ethical and editorial standards, mitigating bias and inaccuracies.

To see AI-powered storytelling in action, check out IBM Watsonx or explore AI Stories from the upcoming 67th Annual GRAMMY Awards at live.grammy.com.