The NFL also uses data to fuel and measure fan engagement, with a group of data scientists providing data for deeper insights to drive personalization and scale across different channels. The league is also working on understanding its demographic better, as fans under 35 engage with the content differently from fans over 35. The NFL is also working on removing fan friction, such as fans not knowing where to tune in to watch their favorite game, by providing platforms for fans to understand where their favorite games are being played.
Key takeaways:
- Chi Ogbuehi, vp of marketing technology and consumer products at the NFL, has built a team that uses AI to scale content production for global audiences, tailoring content according to varying player interests and overcoming language barriers.
- The NFL's innovation hub, part of Ogbuehi's team, is a cross-functional committee of technologists, data specialists, marketers, and security personnel that vets AI solutions to ensure they align with the league's strategic objectives and enhance fan engagement.
- The NFL is currently exploring how to leverage AI and generative AI to scale content globally, particularly on social media, and is pressure testing this with languages like German, Arabic, Hebrew, and Chinese.
- The NFL uses data to fuel and measure fan engagement, with a focus on personalization and scaling across different channels. They are also working on understanding changing fandom drivers, particularly among fans under 35, and using this knowledge to develop engagement strategies.