Adidas x uefa champions league | ai analyst
Bespoke research showed that Gen Z watches the final to join the social conversation, and 94% use a second screen while watching the match. 72% of Gen Z is on whatsapp and use groups to discuss the matches. This new viewing behaviour required a new way of experiencing the match, and get Gen-Z excited again about the finals and the brand that brought it to them.
We created “Enter the chat with Del Piero: the ultimate second screen Champions League Final experience.” We trained a LLM with historic UEFA Champions League data, live match updates, and Del Piero's Italian flair and transform the iconic player into an AI everyone could interact with. Users could simply add him to their Whatsapp groups, chat one-on-one, and ask anything about Champions League football during the match.
Del Piero reacted live to the match, a new feat for AI, and his friends dropped in too with surprise voice memos and live video reports. Product tease releases added to the excitement.
TLDR: We transformed football legend Del Piero into an AI powered, suped up, UEFA Champions League, finals match analyst coming Live to you on whatsapp!
Watch the case video.
THE DAtA
We combined the historic data from the UEFA Champions League since they started logging 1996, historic adidas football data, live match data input and paired with Alessandro Del Piero’s personality. Over the course of a few weeks we taught the LLM to respond like Del Piero and always reply with the right information. We created clear boundaries to ensure it user wouldn’t be able to trick it into say anything controversial or harmful. It processed 44.000 messages in 10 seconds but had a maximum of 100.000 messages per second. Imagine having that many conversations simultaneously.
