Getting Cosy with the Consumer

AI in sports isn’t something you associate with comfort, in fact we most often discuss it in terms of tech, speed, data and consequence, none of which scream ‘hygge’. However, when the talk is about a specific tech, we sometime forget to look at what it actually helps sport achieve.

This week we’ve chosen stories that show how a handful of brands are harnessing AI to get closer to their customers. Our stories cover leagues building richer fan data in India, Apple making World Cup information more useful, LALIGA creating AI powered children’s content, and sports apparel brands using fit technology to serve women better. These show a pattern that isn’t just about automation, it’s about brand proximity and value.

These organizations - and ones like them - use AI well,  not just by being faster, but by being more precise and are building relationships they can own.