IBM's Watson, an extensive AI system that's capable of answering questions and analysing large sets of data, is assisting AELTC to uncover information from social media.
The 'Cognitive Command Center' was created with Watson running on an IBM hybrid cloud, and will identify emerging trends on social media. It's currently analysing social content about Euro 2016 to identify topics of conversation that could be applied to tennis.
"Introducing cognitive solutions to the Wimbledon technology portfolio this year promises to deliver huge benefits for the AELTC in terms of insights, learning and fan engagement," said Sam Seddon, IBM's Wimbledon client and programme executive.
According to Seddon, cognitive computing will enable Wimbledon to not only extend the reach and exposure for the games, but also to help the team push digital platforms as the "gateway to the brand".
IBM captured 3.2 million data points across 19 courts in 2015. This year, insights will update across mobile devices in under four seconds for each and every matche in 2016.
The aim will be to use existing data to predict possible match milestones, which the Wimbledon Technology Team can then use to its advantage. For example, if it appears that a significant event will occur on court 18, the team should be able to prepare content for that particular moment before it happens.
IBM data points will also note breaking records as they happen and provide real-time notifications to fans, in an attempt to bring the tournament to life.
Fans will be able to access these in all-new apps available on iOS and Android. Features also include the ability to plan a visit, create photo compilations, follow favourite athletes, and share their experiences of Wimbledon across social media.
"Through beautiful design with unique data driven content and insights these apps will provide fans with a truly unique Wimbledon experience," said Mick Desmond, Commercial & Media Director at the AELTC.
IBM Interactive Experience has also designed an app for Apple TV, bringing photo slideshows and video content with real-time scoring to Wimbledon fans globally.