The Professional Rodeo Cowboys Association (PRCA) is the world’s largest and oldest rodeo-sanctioning body. With more than 700 rodeos each year, thousands of contestants take part, each with their own unique stories. Until recently, only a small fraction of those stories were told. The PRCA managed about 25 biographies per event, focusing on top performers and leaving many others unseen.
To change that, PRCA partnered with Lunavi to help streamline and automate publishing contestant biographies. Together, they built an AI-powered solution on Microsoft Azure that automatically generates and updates biographies as new results or events are held. The result is a living digital record that allows every journey to be remembered, celebrated, and shared.
PRCA’s team worked hard to keep up with hundreds of rodeo events and thousands of competitors. Yet with limited time and resources, only the top 25 athletes per event received a featured biography. These biographies were also only updated a few times a year.
This left countless others, the competitors who may not win the most money but embody the spirit of rodeo, without their stories preserved. Fans visiting ProRodeo.com often found incomplete or outdated information for all competitors.
Lunavi designed and delivered an automated biography generation system powered by Microsoft Azure and Azure OpenAI Service.
The solution includes:
Rather than producing dry, data-driven summaries, Lunavi focused on storytelling, turning results into human narratives that reflect the emotion, effort, and history behind every ride.
Jeff Love also praised Lunavi’s ability to operate independently while staying aligned with PRCA’s goals. “I expected to hand over database queries and walk the team through our data,” he said. “Instead, Lunavi figured it out on their own and came back with smart, specific questions.”
This consultative, hands-off approach allowed PRCA to stay focused on strategic priorities while Lunavi handled the technical and architectural details.
The new AI-driven biography system has reshaped PRCA’s approach to digital content. With the combination of people and AI, PRCA was able to scale content creation to a point that would have been impossible before.
PRCA achieved:
This proof of value demonstrated how AI can solve along-standing content challenge while preparing PRCA for future innovation across its digital ecosystem. Now, when a fan visit ProRodeo.com, they will be able to explore hundreds of biographies. Real stories, preserved as rodeo history for generations to come. Download the case study, or find out how we can help with a custom AI Solution.
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