Business leaders can learn from this AI strategy that places personalized experiences at the heart of digital transformation.
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.
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. »
Willis said a new website and app are crucial elements of the Premier League’s digital platform strategy. The organization uses Adobe’s analytics technology to gain an in-depth understanding of fan preferences across digital channels and its AI models to deliver personalized experiences.
The Premier League also uses Adobe’s AI-powered features, including Generate Video and Clip Maker, to help supporters create content from text-based prompts, and Adobe Firefly, which allows fans to generate content within the organization’s fantasy football game.
« To be able to develop our digital transformation strategy and then have it come to life, and for it to become real with the launch of the new app and a new website, and to be able to deliver new experiences, is something we’re proud of », said Willis.
