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The Super Bowl is one of the largest sports entertainment events on the planet, which brings more than one hundred million viewers and one billion in revenues.
But for NFL teams and sports entertainment in general, there is a long way to the championship, since the franchises aim to build brand, cultivate Fandom and maximize income.
One of the ways of making that happen is AI.
Technology is no stranger to the world of sports entertainment. Before the modern era of generative AI, already in 2017, great suppliers like IBM were already discussing how AI would interrupt sports entertainment networks. The NFL itself is using AI to help improve player’s safety with a Digital athlete System developed in association with AWS. The NFL is also using AWS to create applications with GEN AI feed using the MemorydB Amazon database.
For individual teams, both in the NFL and in the entire sports entertainment panorama, there are other options to implement the generation of the generation. One of those options, which will be launched today, comes from Raisea technology provider directed by Al Guido, who is also the president of the San Francisco 49ers NFL football team.
The new Performance and Insights Cloud (EPIC) data of the company and the AI platform combine consumer information, ticket management and properties analysis to help sports and entertainment organizations to participate better with fans. The platform helps organizations with specific participation efforts to better understand the potential characters of customers. This information helps determine the stadium seat options, the price of tickets and the retention of fans. The platform has already been used by more than 25 organizations, including Tennessee Titans.
Elevate has been in operation since 2018, but now with the advent of Gen AI, the company can do much more with the data.
“Building Epic has reinforced a fundamental truth that we have seen and validated with our clients since we have been in operation: the data is as powerful as the decisions it allows,” said Guido, president and CEO of ELETAT, to Venturebeat. “In sports, the challenge is not only to capture that data, but to take advantage of them to boost real and processable intelligence that improves the participation of fans, income strategies and operational efficiency.”
The construction data challenges of a Ai-Primo participation system
Elevate already has data for approximately 220 million people in your system. The company collects first part through the work and relations of its client. This includes data on the behavior of fans, the sale of tickets, sponsorships and other information related to property. Also raise licenses and buy third -party data sets to enrich user profiles more.
Guido said that many organizations collect what seems to be infinite amounts of data, but fight to unify and take advantage of them. Epic was designed to close that gap.
To completely benefit from the modern AI generation, the data must be in a vector database format, I knew. The CIO Jim Caruso explained to Venturebeat that his company has suffered an intensive process not only to vectorize the data, but to ensure that they are the right data to help inform commercial decisions.
There is no shortage of database and technologies suppliers that claim that vectorization data is simple. Actually, Caruso emphasized that the vectorization process is not as simple as lighting a switch. As part of the Epic building, they reassess all the data and how it could work together to provide the best ideas. The real vectorization process involved trying different approaches and pipeline processing to find the proper precision and performance balance.
Currently, Element uses Amazon Sagemaker for your vectorization to work.
How Anthopic Claude, XGBOOST and Amazon Bedrock help feed AI’s ideas for Epic
Caruso explained that the epic system provides a wide range of applications with AI, from price tickets to the development of consumer information characters. Elevate is using a combination of different technologies to build these tools.
In the nucleus is the CLAUDE HAIKU 3.5 LANGUAGE (LLM) anthropic model, which has been adjusted in the Elevate data. Claude provides the interface to ask questions and obtain information based on different characters.
For example, a person could be a place operator who wants to determine the best way to configure premium seats in one place. That operator must understand who would be interested in these seats and how they should be marketed in different groups.
Elevate went beyond identifying broad demographic segments, such as suburban millennials. Instead, they created a series of different people with a variety of attributes that include finance, purchase preferences, entertainment options and social networks commitment. The key objective is to provide very specific and detailed people that allow organizations to make specific commercial decisions.
The system also uses the XGBOOST open source automatic learning library. XGBOOST is a supervised ml algorithm that uses decision trees to make predictions. Caruso explained that his team turned historical data, as well as real -time data, in 55 different characteristics. These include details of the event, inventory details and recent sales information. All were then fed in the XGBOOST algorithm.
The competitive panorama for AI in sports entertainment
Guido said that through the NFL and beyond, the initial response to the EPIC has been positive.
Many properties face similar challenges: fragmented data sources, expectations of evolving fans and the need for a more intelligent and more efficient income generation. Guido also clearly recognizes that the competitive panorama for this type of technology is expanding. There are traditional suppliers of customer relations management (CRM) and analysis, such as Salesforce, but in their opinion, they often lack the specific intelligence of the industry that Epic contributes to sports and live entertainment.
“What distinguishes Epic is its deep integration with sports realities,” Guido said.
How IA ideas are promoting the impact of the real world for Tennessee Titans
Among the first Epic users is Titans Tennessee of the NFL. The team is working with ELETA, since it develops a new stadium of $ 2.1 billion to open in 2027.
As part of the commitment, Elevate has helped lead sponsorship sales for the new stadium. The company developed a strategic association income map, a specific market strategy of the category and established annual sales objectives through the launch of the stadium.
With Epic, the Titans have been able to build detailed characters so that fans report specific marketing strategies, from messages to premium seats and hospitality offers. Although the new stadium is still several years after the opening, the Titans have been able to overcome the sales objectives for premium seats, with data and information to AI as a base.
It is not just for the NFL; University athletics also benefit from ideas with AI
While there is a lot of money in the NFL, there are also many opportunities (as well as many challenges) at other levels of sports entertainment, including universities.
“The university athletics departments are experiencing a deep digital transformation, and the data is in the center of it,” Tom Moreland, commercial director of the University of Illinois, told Venturebeat. “One of the most important lessons we have learned is that technology alone is not the solution, the strategy is the first.”
Moreland explained that his school has been prioritizing how he collects, interprets and applies data to improve the experiences of his coaches, athletes and fans.
Until now, the epic platform has provided the athletics of the University of Illinois the crucial ideas based on data necessary to improve the sale of soccer and male basketball, as well as an annual donation model. Moreland said the epic analysis provided intelligence that allowed school to go beyond the assumptions and make strategic and informed decisions. Ultimately, he said, Epic facilitated his department to create a more attractive and sustainable model for loyal fans and donors.
“Athletic departments that take the time to invest in the quality, structure and application of the data will be those that will really benefit from any new technology,” said Moreland.
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