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From 220M data points to revenue: How AI is transforming sports entertainment ROI
- AI technology is growing important for sports entertainment franchises as they aim to build brand, grow fandom and push up revenues.
- Elevate’s new Elevate performance and insights cloud (EPIC) data and AI platform combines consumer insights, ticketing management and property analytics.
- EPIC helps organizations with targeted engagement efforts to better understand potential customer personas. The platform has already been used by more than 25 organizations, including the Tennessee Titans.
- Elevate already has data for around 220 million people in its system. The company collects first-party data through its client work & relationships.
- To fully benefit from modern gen AI, data should be in a vector database format, Elevate contends. Currently, Elevate uses Amazon Sagemaker to make its vectorization work.
- At the core of EPIC is the Anthropic Claude Haiku 3.5 large language model (LLM), which has been fine-tuned on Elevate’s data. The system also uses the XGBoost (eXtreme Gradient Boosting) open-source machine learning (ML) library.
- Among the early users of EPIC is the NFL’s Tennessee Titans. The team is working with Elevate as it develops a new $2.1 billion stadium set to open in 2027.
- With EPIC, the Titans have been able to build out detailed personas for fans to inform targeted marketing strategies, from messaging to premium seating and hospitality offerings.
- While there is big money in the NFL, there is also a lot of opportunity (as well as many challenges) at other levels of sports entertainment.
- EPIC has provided University of Illinois Athletics with crucial data-driven insights to improve football and men’s basketball ticketing and an annual giving model.
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