AI In Sports: Elevating Fan Experience and Engagement
Since the COVID-19 pandemic, sports fans are transitioning to streaming services and a digital viewing experience instead of going live in person. According to Forbes.com, 57.5 million U.S. viewers watch sports digitally monthly. Strikingly, the number should increase to 90 million monthly by 2025, according to projections. Artificial Intelligence is helping sports leagues increase fan engagement by personalizing communication and introducing active participation and game analysis.
For example, Wimbledon collaborated with IBM to use AI for commentary and captions in digital highlight videos and reels. These AI-assisted videos are released through the Wimbledon app and website, driving engagement for these outlets. AI helps fans understand tennis on a deeper level through match insights, power index leaderboards, and highlight reels where the AI uses tennis-specific language. AI also helps provide draw analysis, calculating players’ chances of reaching the finals. Kevin Farrar, IBM’s sports partnership leader, says that he sees AI as complementing human commentary and analysis rather than replacing it.
Another example is LaLiga, who utilize AI through its Beyond Stats software portal to provide fans with data-driven insights. As a result, fans get real-time analysis of player performance and scoring probabilities, personalized content, and enhanced live broadcasts with AI-assisted graphics. LaLiga also has a data analysis platform called Mediacoach, which uses Microsoft’s Azure Artificial Intelligence to collect 3.5 million data points in real-time per match. Consequently, LaLiga’s worldwide audience of 2.8 billion viewers receive an enhanced viewing experience and can further engage with their favorite team.
Finally, Arsenal leverages AI through their Robot Pires chatbot, which allows fans to have “one-to-one” conversations. The bot provides a personalized experience through messaging platforms like Facebook Messenger, Slack, and Telegram. As a result, when the team broadcasts announcements, Robot Pires can discuss the information one-on-one with fans, providing an elevated and enjoyable experience. Moreover, Arsenal’s social media following has increased by 400% over the last five years due to their cutting-edge technology and focus on fan engagement. Still, the club is investing in other digital strategies, such as a kids’ app, providing exclusive content offered by the Robot Pires chatbot.
Overall, Artificial Intelligence is leveraged by several professional sports leagues to improve fan experience. Teams like Arsenal have been using AI to create their Robot Pires chatbot, giving fans a one-on-one experience to discuss the sport. Similarly, sports leagues and events like La Liga and Wimbledon are implementing AI to improve viewer experience in real-time with AI-generated graphics and probabilities. Ultimately, AI is here to complement the human element of sports, not to replace it.
