Olympics Broadcaster Unveils Vision for LA 2028 with AI, Celebrities

From Milan's drones to LA's stardust, the Olympics are set to be more immersive than ever.

Published on Feb. 18, 2026

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Olympic Broadcasting Services (OBS) CEO Yiannis Exarchos has revealed plans to make the Los Angeles 2028 Summer Olympics the most immersive experience yet, with extensive use of AI technology and a heavy presence of global celebrities. Building on the innovative use of First-Person View drones at the recent Milano Winter Games, OBS aims to further personalize the viewing experience for fans through AI-powered features. Additionally, the coverage will feature major Hollywood stars to attract a wider audience beyond just sports fans.

Why it matters

The Olympics remain one of the few global events capable of capturing the attention of massive audiences worldwide. By embracing new technologies like AI and leveraging celebrity star power, the LA 2028 Olympics aims to deliver a more engaging and accessible experience that can appeal to both hardcore sports fans and casual viewers.

The details

OBS plans to use over 1,800 microphones and 1,300 cameras to capture the action in Milan, building on the innovative use of First-Person View drones that have delivered dramatic new angles. In Los Angeles, the broadcaster will further expand the use of AI to allow viewers to pause the action, access competition data, and instantly watch past record-breaking performances. Additionally, the coverage will feature a greater presence of celebrities, building on events like the 'Prelude to the Olympics' red carpet in Paris 2024 and Milan. Figures like Snoop Dogg have already been integrated into the Olympic experience, serving as a hype-man for Team USA.

  • The Milano Winter Games are currently underway.
  • The Los Angeles 2028 Summer Olympics are scheduled to take place.

The players

Yiannis Exarchos

CEO of Olympic Broadcasting Services (OBS), the organization that produces the entire Games' feed delivered to broadcasters around the world.

Snoop Dogg

American rapper who has been a ubiquitous presence at recent Olympic events, serving as a hype-man for Team USA and performing at the handover ceremony for Los Angeles 2028.

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What they’re saying

“If the destination is a city which is a metropolis of story-telling and one of the greatest metropolises of technology in the world then expectations are very, very big. This is a nice challenge to have. We need to think about how we can excite people.”

— Yiannis Exarchos, CEO, Olympic Broadcasting Services (Reuters)

“AI unleashed new opportunities with the way people are interacting with content. By the time of LA we will have many more opportunities to use AI technologies to further personalise the experience.”

— Yiannis Exarchos, CEO, Olympic Broadcasting Services (Reuters)

What’s next

The Los Angeles 2028 Summer Olympics are still two years away, but OBS is already laying the groundwork to make it the most technologically advanced and star-studded Olympic Games to date.

The takeaway

The Olympics are evolving to stay relevant in the digital age, embracing cutting-edge technologies like AI and leveraging celebrity star power to attract a wider audience beyond just hardcore sports fans. This shift reflects the IOC's efforts to make the Games more accessible and engaging for the modern viewer.