The Seattle Seahawks have announced a multi-year extension of their strategic partnership with Amazon Web Services (AWS), which will continue as the team's Official Cloud Provider, as well as provider of machine learning, artificial intelligence, and generative AI. The partnership will see the Seahawks using AWS's cloud technologies for data-driven insights across the club's operations. A new aspect of the extended partnership will involve the use of AWS's generative AI services in the team's business operations, starting with improving the team's internal digital media processes. The Seahawks will use a generative AI-powered system based on Amazon Bedrock to automate content distribution, transcribing, summarizing, and distributing press conferences to fans in English, German, and Spanish. The Seahawks first partnered with AWS in 2019.