Microsoft and NBA Digital — co-managed by the NBA and Turner Sports — will create a new, innovative, direct-to-consumer platform on Microsoft Azure that will use machine learning and artificial intelligence to deliver next-generation, personalized game broadcasts and other content offerings as well as integrate the NBA's various products and services from across its business. The platform will reimagine how fans engage with the NBA from their devices by customizing and localizing experiences for the NBA's global fanbase, which includes the 1.8 billion social media followers across all league, team and player accounts.