IBM Hosts Four-Day AI-Powered Masters Viewing with Golf Simulator and Shake Shack Menu
IBM will host a four-day immersive ‘Masters at Madison Square Park’ viewing experience April 9–12 in New York City, featuring an AI-powered golf simulator with WatsonX Hole Insights and live tournament coverage. The pop-up offers an exclusive partnership with Shake Shack for Masters-themed menu items and limited-edition merchandise while showcasing new AI features like Masters Vault Search and AI Highlights through IBM’s digital fan platforms.
1. Immersive Viewing Experience
IBM will transform Madison Square Park into an immersive Masters Tournament venue from April 9 through April 12, offering live coverage of all four rounds. The pop-up sits adjacent to IBM’s flagship New York office at One Madison Avenue, open daily with scheduled tournament broadcasts.
2. AI-Powered Golf Simulator
Attendees can play a replicated iconic hole on an AI-powered golf simulator developed with WatsonX Hole Insights. The simulator provides real-time analytics on shot data, launch angles and green conditions to deepen fan engagement.
3. Masters-Inspired Menu and Merchandise
In partnership with Shake Shack, IBM will serve three limited–quantity Masters-inspired items: a Clubhouse Pimento Cheese Sandwich, a Clubhouse Egg Salad Sandwich and the Peach 50/50 drink. Exclusive branded merchandise, including event apparel and collectibles, will be available on-site.
4. Showcase of AI Fan Innovations
To celebrate 30 years of collaboration with the Masters, IBM is unveiling a new Masters Vault Search feature and enhanced Hole Insights. These join existing AI-enabled fan tools such as AI Highlights, Round in Three Minutes, My Group and the Masters app on Apple Vision Pro.