Bundesliga's Generative AI Journey
Key Takeaways:
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Customer Obsession: Amazon's customer-centric approach and working backwards methodology are central to their partnership with Bundesliga.
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Data-Driven Innovation: Bundesliga leverages extensive data collection and advanced analytics to enhance fan engagement and broadcast experiences.
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Personalization: Bundesliga's official app uses Amazon Personalize to deliver customized content and experiences for each fan.
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Automation and Efficiency: Bundesliga is exploring generative AI to automate content production, localization, and operational tasks to scale their offerings.
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Fan-Centric Experiences: Bundesliga aims to bring the passion and emotion of the in-stadium experience to fans worldwide through technology and creative solutions.
Amazon's Approach to Innovation
- Amazon's mission is to be the "Earth's most customer-centric company", which drives their culture of innovation.
- Key principles include:
- Working backwards from customer needs
- Making reversible, "one-way door" decisions to enable experimentation and learning
Transforming the Sports Industry with AWS
- AWS helps Bundesliga in four key areas:
- Data storytelling and fan analytics
- Live cloud-based production
- Smart venue experiences
- Fan data and personalization
Bundesliga's Data Ecosystem
- Bundesliga has a vast data ecosystem, including:
- Match footage and metadata
- Sports data (player/ball tracking, events)
- Insights and analytics
- Business data and KPIs
Bundesliga Match Facts and Personalization
- Bundesliga Match Facts: Real-time statistics and insights to enhance the fan experience
- Personalized Fan Experience in the Bundesliga app:
- Leveraging Amazon Personalize to deliver customized content based on fan preferences
- Resulted in 17% increased app usage, 32% more article reads, and 67% more total articles read
Bundesliga's Innovation Strategy
- Bundesliga's approach is "glass-to-glass", controlling the entire media value chain.
- Focus areas for innovation with AWS:
- Data services (e.g., automated live tickers, data-driven commentary)
- Media production (e.g., generative AI-powered match summaries)
- Fan experiences (e.g., conversational data interfaces, skeletal data for performance analytics)
Embracing Generative AI
- Content localization and translation: Automating the process of translating and localizing Bundesliga's content to reach more fans worldwide.
- Intelligent metadata creation: Using AI to tag and index Bundesliga's extensive video archives.
- Personalized push notifications: Leveraging AI to create more engaging and relevant push notifications for fans.
- Automated content creation: Exploring generative AI to produce new content formats, such as AI-generated match reports and commentaries.
Conclusion
Bundesliga's partnership with AWS showcases their customer-centric, data-driven approach to innovation. By embracing technologies like generative AI, Bundesliga aims to enhance fan engagement, improve operational efficiency, and reach new audiences worldwide.