AI-powered sports and entertainment streaming with real-time commerce

The challenge

We designed and delivered a sports and entertainment streaming platform that turns a live broadcast into an interactive experience. The objective was to recognise items visible on screen—jerseys, shoes and other products—and instantly present the matching catalogue entries to viewers without interrupting the video.

The solution had to combine low-latency video, custom visual detection, precisely timed metadata and a purchasing journey, while meeting the availability, security and operational requirements of a consumer-facing platform.

What we delivered

• Interactive streaming with Amazon IVS. Amazon Interactive Video Service distributes live content to web and mobile frontends. Its timed metadata API displays detected products at exactly the right moment in the stream.
• Real-time object detection. Video frames are periodically captured to Amazon S3. An AWS Lambda function orchestrates analysis by Amazon Rekognition, which can identify up to 50 custom objects in each frame.
• Integrated commerce experience. When an object is recognised, client catalogue data is matched to the result and injected into the stream. Viewers see products related to the scene and can add them to their cart through the client's payment integration.
• Production-grade MLOps. Training data is prepared in S3, while Amazon SageMaker handles model training, evaluation, registration and deployment. The pipeline supports new product classes and continuous accuracy improvements.
• Resilient and secure architecture. Multi-AZ deployment improves availability. VPC Endpoints, AWS WAF, Shield and KMS protect traffic and data, while CloudWatch and X-Ray provide monitoring and traceability.
• Continuous delivery and governance. AWS CodePipeline automates releases, and Amazon Inspector contributes to continuous security posture management.

Business value

The platform creates a direct connection between content, audience and commerce. It enables broadcasters, leagues, clubs and producers to make programmes actionable, open new revenue streams and measure the interest generated by each segment while preserving a smooth viewing experience.

Outcome

We delivered a complete AWS architecture connecting live streaming, computer vision, product catalogue and payment. Its modular, scalable design can support new sports, content formats, product categories and detection models without rebuilding the platform core.