There is a big hype about ChatGPT at the moment. 2Mobile explains how it will affect the way we communicate and interact with technology. ChatGTP could also revolutionize some processes in the sports industry related to marketing, sponsorship and interaction with sports fans.
There is a big hype about Chat GPT at the moment. How do you think it will influence the sports industry?
We live in a pivotal period in which the world is changing rapidly before our eyes. In 2023, artificial intelligence is no longer just an extraordinary curiosity but has instead grown into a transformative force changing our digital experiences and driving new forms of communication through digital media. The launch of ChatGPT illustrates the increasing mass adoption of artificial intelligence technologies, which, in my opinion, will also enable the sports industry to develop new high-tech tools for personalizing sports content and creating customized and personalized communication with sports fans, players, coaches, clubs, etc. The possibilities are endless and what we are witnessing today is just the beginning.
Generative AI, which includes the ChatGPT model, will revolutionize content creation using algorithms that can produce completely new audio, code, images, and more. Through its innovative capabilities to create engaging visuals and modern fan experiences this technology has the potential to revolutionise a variety of industries, including sports.
On the other hand, conversational AI is changing the way people interact with technology. By mimicking human-like conversation, this form of artificial intelligence makes it easier and more natural for users to access information than ever before. The functionalities it offers range from conversational bots that can answer questions instantly to voice assistants that can perform complex tasks quickly and accurately. Coupled with machine learning and growing computing power, these interfaces are becoming more and more intuitive over time. We can expect that in the future, conversational artificial intelligence will be able to imitate interpersonal communication to the smallest detail (if, for example, we include a partial understanding of human emotions in the modelling itself), and communication between man and machine will become even more fluid than ever before. This will certainly alter the way we follow sports, especially the way we use technology to communicate with clubs and brands.
In which areas will it be used in your opinion?
Artificial intelligence allows various stakeholders in the sports industry to process large amounts of data to produce new content and drive new value. I am sure that it will quickly gain traction in sports management, where advanced analytics are used to manage clubs and train teams. For example, big data is used at all levels to create customized training regimens for athletes and teams and to monitor and improve their performance.
The combination of generative and conversational artificial intelligence is already radically transforming the sports industry and the way fans interact with their favourite teams. Such solutions already make it possible to interact with sports fans around the clock and implement personalized sponsorship activations and real-time in-depth match analysis. These new forms of communication offer a range of opportunities for everyone involved - from players and managers to marketing professionals and sponsors.
How can organizations benefit from it?
I believe that various organizations, including those in the sports industry, can benefit a lot by using tools to automate content production and start meaningful conversations with customers and fans. In addition, the incredible ability of this technology to process large amounts of data drives valuable data insights and predictions for various stakeholders in the sports industry.
Sports marketing teams can harness the potential of conversational AI and sports bots to create innovative fan experiences. This enables fans to purchase tickets easily and allows customized marketing recommendations based on their actual needs or interests, immediate updates of match results, etc. As part of watching a sporting event, a conversational bot today allows them to order food and drinks without leaving their seat, and it offers sponsors the ability to drive personalized activations at the event itself using chat tools.
2Mobile has already a similar solution. How does it work?
Our innovation - sports chat bots - is based on the use of LivePerson Conversational Cloud. It's a platform for creating conversational experiences using conversational bots and conversational AI technologies, meaning it's negotiated by conversational artificial intelligence. Sports organizations are already using the technology to drive relationships with their followers through natural conversations.
How can sport organizations benefit from your solution?
The first company to successfully implement conversational AI in their sponsorship activations was MasterCard. 2Mobile's project for MasterCard included the development of innovative conversational bots for three sports clubs: FC Bravo, FC Maribor and HC Celje. Their main goals were to promote the low-contact solution and enable fans to order food and drinks from the comfort of their seats during matches using cashless payments. Soon after, MasterCard upgraded the basic idea of a sports bot and offered sports fans different, custom fan experiences.
I am convinced that by combining the power of conversational and generative artificial intelligence, sports fan activation in the future will become even more realistic and experiential than ever before.
ChatGPT: Wie Sportorganisationen die Macht der Künstlichen Intelligenz nutzen können
In den letzten Jahren haben Deep-Learning-Techniken erhebliche Fortschritte im Bereich der Verarbeitung natürlicher Sprache (NLP) gemacht. Eines der beeindruckendsten Modelle ist ChatGPT, das von OpenAI entwickelt wurde.
Augmented Reality im Merchandising
In Expertview verrät uns Michael Lehnert (Commercial Director, SENSAPE) u.a. am Beispiel des französischen Top-Clubs Paris Saint-Germain, welche Möglichkeiten AR bietet. Welche Zielgruppen können hierdurch erreicht werden? Inwiefern begünstigt die Künstliche Intelligenz die Schaltung personalisierter Merchandising-Angebote? Und für wen lohnt sich der Einsatz von AR?
Rivella digitalisiert traditionelles Sampling durch AR-Erlebnis
Das Schweizer Kultgetränk geht bei der Brand Experience neue Wege: Die Zielgruppe erlebt die Welt von Rivella Refresh direkt am OOH-Plakat oder auf der Samplingflasche in Augmented Reality.