Gentlemen, start your web engines. The National Association for Stock Car Auto Racing, better known as NASCAR, has inked a deal establishing Amazon Web Services as its preferred partner for machine learning, artificial intelligence and cloud computing, according to a recent statement.

In the works is a new AWS-powered video series on NASCAR.com called This Moment in NASCAR History that will showcase the greatest historical moments in NASCAR racing with viewers. The league also plans to migrate its 18-petabyte video archive to AWS, leveraging Amazon Rekognition for metadata tagging capabilities to cut down on thousands of hours of manual search time annually.

NASCAR also reveals plans to use Amazon SageMaker to train deep learning models using historical footage as well as Amazon Transcribe for automatic speech recognition to caption and time stamp archived videos. The partnership is yet another sign of Amazon’s dominance in the SaaS in cloud computingmarket.

“Speed and efficiency are key in racing and business which is why we chose AWS—the cloud with unmatched performance, the most comprehensive set of services, and the fastest pace of innovation—to accelerate our migration to the cloud.”

“Speed and efficiency are key in racing and business which is why we chose AWS—the cloud with unmatched performance, the most comprehensive set of services, and the fastest pace of innovation—to accelerate our migration to the cloud,” said Craig Neeb, Executive Vice President of Innovation and Development, NASCAR.

“Amazon’s 20 years of machine learning experience, along with our broad analytics and machine learning capabilities, make us the best choice for organizations who want to use machine learning to gain insights into their data and establish new levels of engagement with their customers,” said Mike Clayville, Vice President, Worldwide Commercial Sales at AWS. “NASCAR is utilizing cloud technology to enhance the way people experience the sport and deliver even more impactful content to fans.”

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NASCAR has selected AWS as its preferred cloud computing provider for machine learning and artificial intelligence processes.

AWS Elemental MediaLive and AWS Elemental MediaStore are also being used to support NASCAR Drive, an app for subscribers that puts fans in the driver’s seat using in-car cameras, live audio and live leader boards. NASCAR Digital uses these tools to package, process and store the video for delivery via Amazon CloudFront.

NASCAR is using AWS for cloud-based machine learning and artificial intelligence services, including Amazon Rekognition, Amazon Transcribe, and Amazon SageMaker.

It is migrating its 18-petabyte video archive to AWS, and will use Amazon Rekognition—which adds intelligent image and video analysis to applications—to automatically tag specific video frames with metadata, such as driver, car, race, lap, time, and sponsors. NASCAR expects to save thousands of hours of manual search time each year.

NASCAR also plans to use machine learning service Amazon SageMaker to enhance metadata and video analytics.

Amazon Transcribe, an automatic speech recognition (ASR) service, will be used to caption and time stamp every word of speech within archived videos so that video producers can locate source footage via text searches.

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