For their return to SXSW in 2024, IBM teamed up with George P. Johnson Experience Marketing to launch the AI Sports Club, a compact lounge that showed off watsonx’s capabilities through real-time sports data. Visitors tested their skills on a motion-tracked ping pong table and explored data pulled from the US Open, Wimbledon and the Masters. The space also featured live demos, creator drop-ins and watsonx-inspired cocktails. The activation turned heads (and rackets), earning the team a w3 Gold Award in Emerging Tech for Virtual & Immersive Experiences: Immersive Brand Experience.