From the World Cup to Wimbledon, London
is alive with a summer of sport. With one just down the road, and the other
‘coming home’, both big events share plenty of similarities; die-hard fans, world-class
athletes and, of course, a nod to the numbers. Coaches, players, and pundits
have spent years analysing every stat and offering their expertise, but now artificial
intelligence is providing fans with brand new tailored experiences.
At the start of the start of the FIFA
2018 World Cup, we wondered if data
analytics could deliver world cup glory and, with a couple more
weeks to go, we’ll learn soon enough. But a little closer to home, Wimbledon is
using data and insights to curate their audience’s experience…
AI
Offers Tailored Fan Experiences
For the past few years, the All England
Lawn Tennis Club (AELTC) have been partnering with IBM to develop an AI
experience that analyses emotions and creates instant highlights.
IBM’s Watson has entered the game and
will curate match highlights by recording the movements, emotions, and even
noises of both players and the crowd. As Federer reaches for his 20th
Grand Slam and Nadal looks to replicate his success at Roland Garros, emotions
will run high, giving AI the emotional intelligence stats it seeks. This is
where AI meets EI.
Whilst Wimbledon will be filled with
people on the grass and in the stands, the highlighted packages will be purely based
on data, with zero human involvement. These are then sent to the AELTC, who
will upload the clips to their website, apps, and social media accounts.
What
Will Watson Look For?
·
In the crowd - any
gesticulation – raised arms, fist pumping, yelling, and cheering
·
In the players – tensions and
emotions
Delivered within 10 minutes, the
highlights are reviewed by an editorial team who ultimately decide what gets
published.
From
Chatbot To Storyteller
Wimbledon.com, its Facebook page, and
Messenger app offers offsite users the opportunity to interact with Fred, a
social assistant. Named for Fred Perry, and powered by Watson, Fred operates
through Facebook Messenger to allow access to tournament news and information.
The original, first generation Fred, a
primitive chatbot from just three years ago, could talk to people and answer
questions about Wimbledon’s history, player data, or fixtures. These days,
however, he can send you curated highlight packages and clips, using the vast
amounts of collected data by Watson.
An
Optimised Digital Experience
Beyond Fred, AI is working on “bringing
stories to life” on the Club’s revamped website, mobile app and
social platforms; the redesigned Wimbledon.com offers more adaptive
capabilities whilst the app now includes an offline mode for ease of use.
Their digital toolkit, however, goes far
beyond fan experience. There is also a personalised website specific to the
players, providing them with match schedules and offering insights into how
they’re performing and what they can do better.
According to Alexandra Willis, head of
digital and content at the AELTC, “63 million people visited the site (via
mobile) during the Championships last year alone, while 80% of users also
access Wimbledon.com through a desktop.”
Though the AELTC plans to continuously
innovate, surprise and delight their fans, media director Mick Desmond believes
its important to keep content “on brand.” By fusing quality data with advancing
technologies, they can create a brand experience that is truly tailored for the
individual, without losing what makes Wimbledon unique.
If you’re interested in data and
analytics, Harnham may have a role for you. Check out our current
vacancies, call us at +44 20 8408 6070, or email us at ukinfo@harnham.com.
