Interview: Michael Cole, chief technology officer, DP World Tour

Michael Cole, the chief technology officer (CTO) at DP World Tour, is embarking on an ambitious journey to leverage data and emerging technologies to create a digital platform aimed at enhancing the experience for golf fans worldwide. Since joining the organization in late 2017, Cole has focused on not only improving the experience for players, media organizations, and commercial partners but also ensuring that golf enthusiasts have an engaging experience, irrespective of their location.

Cole highlights a significant challenge in the realm of golf viewership. While watching golf from home has become increasingly enjoyable, thanks to advanced television broadcasts and digital overlays, the experience for on-course spectators is far more complex. With up to 156 players competing simultaneously over four days, fans at the event face the daunting task of tracking multiple fields of play from a single vantage point. Cole believes that digital transformation holds the key to simplifying this complexity and providing more immersive coverage for those attending tournaments.

"I’ve always been a great advocate for recognising that technology can bridge the experience gap between the armchair fan and the on-course spectator," Cole states. He expresses excitement about the potential of artificial intelligence (AI) to enhance the spectator experience, allowing on-course fans to enjoy a level of engagement comparable to that of viewers at home.

The Digital Transformation Agenda

Cole is already implementing initiatives to achieve these goals. Recently, DP World Tour entered into a global partnership with HCLTech to support its digital transformation efforts in the AI era. This collaboration involves discovery and scoping exercises as the organizations prepare to build a new website and app, which Cole sees as essential tools for delivering deeper insights into the world of golf.

The ultimate aim, according to Cole, is to enhance the drama of golf for fans who cannot attend events in person. He acknowledges that delivering real-time excitement has historically been a challenge in the sport. However, with the advancements being made in partnership with HCLTech, he anticipates that fans will experience a heightened sense of engagement through digital channels.

Cole emphasizes that the website and app are merely the beginning of this digital transformation journey. In this second phase, he and his team will collaborate closely with HCLTech, which boasts a workforce of nearly 250,000 across 60 countries, to implement AI-enabled changes. One promising area for AI application is multilingual shot commentary, which is crucial for serving the diverse international audiences that DP World Tour attracts.

"The ability to use technology for multilingual translation in real time to better serve international and global audiences is something that will be on the roadmap," Cole explains, indicating that fans will soon benefit from this capability.

Future Innovations and Stakeholder Engagement

Looking further ahead, Cole envisions the integration of generative and agentic AI in various aspects of content production. Currently, the organization relies on human input to create narratives for its digital channels. However, the potential for AI to generate content more rapidly and efficiently could revolutionize how DP World Tour communicates with its stakeholders, which include fans, broadcasters, and betting communities.

Cole elaborates on how AI could provide real-time insights into player performance, enabling the organization to deliver contextual information based on individual shots and changing conditions. This data-driven approach not only enhances the experience for fans but also equips players with valuable insights to improve their performance.

"Think about how we could take all of that real-time shot and multilingual commentary and create a summary of every single shot that has been played on every single round," Cole suggests. This level of detail could significantly aid players in analyzing their performance and making informed adjustments for future tournaments.

The timeline for these AI-enabled advancements is set to align with the start of the 2027 schedule, when the new website and app will launch, accompanied by a suite of innovative features. Cole emphasizes the importance of trusted technology partners, such as Amazon Web Services and Fortinet, in achieving these ambitious goals.

Cole's approach to technology partnerships is characterized by a commitment to authentic integration, where the capabilities of external partners are leveraged to maximum effect. He believes that fostering a culture of continuous development and skill transfer is essential for his internal IT team to reach their full potential.

In a unique customer-led approach, DP World Tour is involving a panel of 300 golf fans in the development of its new digital platforms. Cole asserts that this feedback loop is critical to ensuring that the final products resonate with the audience and meet their expectations.

As he reflects on his nearly nine-year tenure with DP World Tour, Cole acknowledges the learning curve associated with leading technology initiatives. From managing IT during the Ryder Cups to navigating the challenges posed by the COVID-19 pandemic, his role has evolved significantly. One notable achievement has been the digitization of over 50 years of historical European Tour content, a monumental task that has resulted in 1.2 petabytes of data.

Looking forward, Cole is optimistic about the future of DP World Tour as it enters this new phase of transformation, driven by AI and supported by a strong network of technology partners. "I know, looking ahead, there is plenty to be focused on," he concludes, highlighting the exciting journey that lies ahead for the organization and its stakeholders.