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ZDNET's key takeaways
The Premier League is working with Adobe to exploit generative AI.
Explorations show customers want to create, not just consume content.
Long-term hyper-personalization goals should be approached carefully.
The English Premier League football season starts this weekend. With 1.8 billion people watching the competition in 900 million homes across 189 countries (streaming on Peacock), it would seem there's limited scope for emerging technology to boost supporter engagement. However, Alexandra Willis, director of digital media at the Premier League, has other ideas.
Willis told ZDNET that while UK-based supporters are the lifeblood of the Premier League, new supporters around the globe have varied demands and requirements. She said the organization's digital transformation strategy focuses on finding ways to serve all football fans.
Also: What is digital transformation? Everything you need to know about how technology is changing business
As part of this process, the Premier League uses Adobe technology to create AI-powered digital experiences for supporters worldwide. With the Adobe Experience Platform and the tech firm's AI agents and applications, Willis and her team are consolidating fan preferences and using this data to develop new experiences.
"The Adobe Experience Platform is giving our team something powerful," she said. "We're going to learn together and work out how we can use the technology to benefit our overall strategy. It's an exciting opportunity because we can do a lot more in the service of our fans."
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