Sports organizations turn to AI to deliver more personalized fan experiences
As AI capabilities mature, sports organizations are using AI-powered fan personalization to move beyond broad audience targeting and deliver experiences shaped by real-time data and deeper audience understanding. At the same time, the industry is grappling with how to balance greater personalization and automation with the transparency and governance required to sustain long-term fan relationships.
Data is enabling sports organizations to create more personalized experiences that make fans feel recognized and valued as individuals. While fans may not be asking for more AI in sports, they increasingly expect the immediacy and customization that AI-powered fan personalization can deliver, according to Kevin Longo (pictured, left), vice president of commercial at Fanatics Inc.
“If you think through sports, traditionally, it’s always been a one to many vehicle. It’s a singular broadcast, a singular sponsor sent to a bunch of fans,” Longo said. “Fans are not all the same. I think we’ve always known that, but now with AI and our partnership with Snowflake, we can understand that in real time and sort of act on it.”
