*By Jacqueline Corba* Fox Sports is teaming up with IBM to offer soccer fans a unique experience during this year's World Cup. The tech giant's artificial intelligence system Watson is powering a cognitive-based platform that lets fans make their own customized highlight videos throughout the tournament. "It's about unlocking that fan experience wherever folks are in the United States," Robert Schwartz, Global Leader of Strategy and Design at IBM iX, the company's digital ad agency, told Cheddar's Peter Gorenstein at the Cannes Lions festival. "It is a huge opportunity to tap into that fan passion." Dubbed the FIFA World Cup ["highlight machine,"](https://www-935.ibm.com/services/ibmix/case-studies/fox-sports.html) the platform allows fans to browse FIFA's archive of current and past matches. IBM's Watson compiles and analyzes the footage based on the user's commands. The software also encourages users to share their clips on social media. Schwartz says IBM iX is looking to roll out this platform for fans of other professional sporting events, including this summer's U.S. Open tennis tournament. For the full interview, [click here](https://cheddar.com/videos/world-cup-powered-by-artificial-intelligence).
