(Bloomberg) -- The Wimbledon tennis tournament, which starts Monday, will use IBM's artificial intelligence agent Watson to help direct fans to the most exciting matches, automatically generate video highlight reels and guide guests through the grounds of the All England Lawn Tennis Club.

A voice-activated digital assistant called "Fred," named after British tennis great Fred Perry, will help those attending Wimbledon find their way around. Visitors can ask Fred for directions to the nearest strawberry stand, how to buy a Wimbledon towel or who is playing right now on Centre Court. Fred will also help visitors find other activities -- such as the children's play area -- they might want to check out while at the Club. The assistant is powered by Watson's natural language processing ability.

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