Not long ago, the PGA Tour shipped its own servers on trucks around the country. That means every week, employees loaded up racks of computer equipment and scoreboards, hauled it to golf courses in new cities, unloaded, rigged it together, and ran the tournament\u2019s data operation before tearing it down and rebuilding it again on another course.\u00a0<\/p>\n
\n
\u201cThe PGA Tour is a traveling circus,\u201d said David Provan, the tour\u2019s vice president of digital architecture. \u201cWe don\u2019t play inside a set of white lines.\u201d<\/p>\n
The golf tour\u2019s old setup is a small-scale illustration of a pattern that Amazon CEO Andy Jassy predicts will shift in increasingly large numbers over the next two decades. Jassy told investors on Thursday\u2019s second-quarter earnings call that about 85% of global IT spending is currently for on-premise company servers, an equation that \u201cis going to flip in the next 10 to 20 years,\u201d he said.\u00a0<\/p>\n
Amazon\u2019s Q2 results, fueled by a soaring growth from Amazon Web Services, show the acceleration is happening faster than expected. AWS revenue hit $42.2 billion in the second quarter, a 37.6% jump from a year earlier, the division\u2019s fastest growth rate in 18 quarters, and the fifth consecutive quarter of acceleration. AWS added more than $4.6 billion in revenue sequentially\u2014about 80% more than its previous largest quarterly increase ever\u2014and is now running at a $169 billion annualized clip. Customer backlog stands at $496 billion, and\u00a0Amazon\u2019s stock is surging on the results, up more than 15% on Friday.<\/p>\n
The PGA Tour, which is sponsored by AWS and signed a new agreement during Amazon\u2019s first quarter, illustrates the mechanism behind the massive acceleration. Companies are moving their existing infrastructure into the cloud, and then from there, stacking their AI on top of it. The result is a flywheel that explains AWS\u2019 staggering growth and why Jassy told analysts on Thursday that he now believes AWS will \u201cvery possibly be a $1 trillion annual revenue business for us in time.\u201d<\/p>\n
Investors are eating it up, despite Jassy telling the world Thursday that Amazon\u2019s capital expenditures will actually be $220 billion in 2026, up from its previous estimate of $200 billion.\u00a0\u00a0<\/p>\n
\u201cAWS growth continues to astound,\u201d William Blair analysts wrote in a note published on Friday. \u201cWith Amazon\u2019s track record, high AWS margins, and accelerating growth, we believe the market is likely to react more favorably to the raised capex guide than feared, especially as Jassy touts the potential for AWS to be a $1 trillion revenue business with time.\u201d<\/p>\n
\u2018Nine Minutes\u2019<\/h2>\n
When the PGA Tour opened new global headquarters about five years ago, it didn\u2019t include fixed IT infrastructure, said Provan, and instead moved everything over to AWS. Its \u201cShotLink\u201d ball-tracking system on the course, a media archive, the website, mobile app, and data distribution systems all made the migration, he said.\u00a0<\/p>\n
With the data now moved to the cloud, Provan said the tour went on to layer AI on top of the data and applications. It\u2019s a pattern Amazon executives say is becoming common.<\/p>\n
\u201cIncreasingly, customers seeking the full benefits of AI are accelerating their transition to the cloud,\u201d Amazon CFO Brian Olsavsky said Thursday. \u201cAs customers invest in AI, we see a corresponding increase in core consumption.\u201d<\/p>\n
The PGA tour now uses an agentic AI platform on Amazon Bedrock\u2014AWS\u2019 service for deploying foundation models\u2014to generate betting profiles for each week\u2019s tournament field. It can create about 150 profiles in \u201cabout nine minutes,\u201d Provan said. Through Bedrock, the tour also produces thousands of pieces of content each week, and at the 2025 Players Championship, the group launched AI-generated commentary. The feature offers a two-sentence summary for each of the 32,000 shots hit during a tournament.\u00a0<\/p>\n
In 2026, Provan said the tour debuted what he called \u201cagentic production\u201d which is a fully automated television broadcast with camera selection and graphics driven by ShotLink data. The Tour also built a \u201cfavorite player hub\u201d in its app so when golfers like Scottie Scheffler finish a round, the app\u2019s homepage will show AI-generated insights about how he played.\u00a0<\/p>\n
\u201cPeople follow players more than they follow tournaments,\u201d Provan said. \u201cThey follow their human.\u201d<\/p>\n
But none of it began as an AI-based playbook, noted Provan. When AI first gained popularity, Provan said the tour focused on \u201cAI projects\u201d it wanted to execute. It has since shifted to testing how AI can help solve business problems. The internal mantra now is that the company doesn\u2019t have AI projects, but it has projects that use AI.<\/p>\n
\u201cAnd it\u2019s OK if everything doesn\u2019t use AI,\u201d he added.<\/p>\n
Jassy\u2019s barbell<\/h2>\n
This week, Jassy framed the current state of AI demand as a barbell. On one end are the AI labs like Anthropic and OpenAI that consume enormous amounts of computing power, along with a few breakout consumer applications like Claude Code and ChatGPT. On the other end are enterprises that generate value from AI through productivity and lower costs gained via automating customer service, streamlining business processes, and catching fraud.<\/p>\n
In the middle of the barbell, Jassy said, are all the existing enterprise production workloads that could use AI inference but mostly aren\u2019t yet. That middle segment, he told analysts, \u201cwill be the largest absolute segment\u201d over time and is \u201cgoing to change very significantly.\u201d\u00a0<\/p>\n
\u201cWe\u2019re still in the relative early stages of how much demand there\u2019s going to be for AI,\u201d said Jassy. \u201cI think it\u2019s going to change every customer experience that we know.\u201d<\/p>\n
Val Henderson, CEO of AWS-exclusive consulting firm Caylent, sees the same trajectory playing out across plenty of companies. She said Bedrock\u2019s model-choice architecture, which Jassy touted on Thursday, is the single most compelling differentiator AWS offers. The ability to run Anthropic, Meta, OpenAI, and Amazon\u2019s Nova on one platform with prompt routing to the most cost-effective model is one of AWS\u2019 main advantages, she said. For CEOs, CFOs, and boards, clarity in return on investment has been a critical piece.<\/p>\n
\u201cSpeed is just one element,\u201d said Henderson. \u201cYou have to think about accuracy, [and] you have to think about cost.\u201d<\/p>\n
Amazon disclosed that customers spent more on Bedrock in the second quarter than in every prior quarter combined since the service launched in 2023. More customers have joined Bedrock in the past six months than the first two years, and AWS\u2019 AI business has exceeded a $25 billion annual revenue run rate.\u00a0<\/p>\n
Matt Wood, AWS\u2019s chief AI and technology officer, said in a recent interview that the enthusiasm he sees from customers has not peaked the way he once expected. AI remains at the top of every customer\u2019s agenda, he said, and the conversation has broadened well beyond technology leaders to include chief human resources officers, chief financial officers, and boards of directors. What surprised him, he said, is which industries are moving fastest.<\/p>\n
\u201cIt\u2019s actually the regulated businesses,\u201d Wood said, pointing to healthcare, financial services, insurance, and manufacturing. He attributed the pace to the fact that the regulatory environments those companies operate in have forced them to focus on governance and data security for years, and that data turns out to be a prerequisite for deploying AI effectively. The incremental investment to layer AI on top, he said, is relatively small.<\/p>\n
Wood compared the role of pricing in cloud computing to a restaurant; low costs were the initial draw, but the capabilities that kept customers coming back were the real value.<\/p>\n
\u2018Cost was often the sizzle that got people into the restaurant,\u201d he said. \u201cBut the steak was the agility and the transformational nature of having access to all these new capabilities.\u201d<\/p>\n
For Provan, the PGA Tour arc from trucks packed with servers and automated broadcasts has been like a long car ride with passengers helping navigate, he said.\u00a0<\/p>\n
\u201cThe tour has really gone through an entire technological transformation,\u201d he said. \u201cAnd AWS has ridden shotgun with us the whole way through it.\u201d<\/p>\n<\/div>\n
#Amazons #Andy #Jassy #sees #trillion #cloud #built #businesses #PGA #Tour<\/p>\n","protected":false},"excerpt":{"rendered":"
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