By Martin Vongsuravatana (FootbAI) 
Artificial intelligence: a crucial issue for club communications
In an era where club and fan are instantly connected on a multitude of platforms, the responsiveness and quality of communication from clubs and leagues has never been more important. For example, 167 million people follow Real Madrid on Instagram, 42 million for PSG on TikTok and 38 million for Manchester United on X in September 2024. In this war for consumer attention, the football environment can rely on artificial intelligence to optimize its communication.
One of AI’s best-known skills is its ability to classify through machine learning. AI will be much more efficient than a human at classifying photos according to a precise framework (e.g. by player), particularly when dealing with a large volume of photos. The use of AI here is complementary to that of humans, taking on tedious classification tasks while the communications department can improve its creativity and the overall quality of its product.
AI recognition for photos
AI recognition of photos can be applied to players, teams or sponsors. The various actors are improving their communication on social networks:
- Teams quickly have photos of the players or sponsors they want to highlight in future publications.
- Leagues quickly have photos of the players, teams or sponsors they want to highlight.
- Players don’t have to wait for a photo sorting and redistribution phase from club communications, they can post right after a match and maximize engagement with their fans.
- Teams and leagues can also prove a sponsor’s exposure with precise data given automatically with AI.
Today’s football players understand the benefits of this type of tool. This type of artificial intelligence is popular with players, with Edouard Mendy, for example, investing in the Score Play solution in September 2024.
AI recognition for videos
AI recognition of videos has the same benefits as that of photos, with rapid accessibility to the content sought by clubs, players and leagues. This type of AI can also classify the actions performed during videos and increase reactivity on short content or stories. These are the most popular types of content today, especially among the youngest audiences.
This type of AI can also create or prepare a customized edit almost automatically. Here are a few examples:
- Creation of match summary videos
- Creation of a video on a specific player for a birthday or a last game for the team celebration
- Creation of a video highlighting a sponsor
This type of solution is gradually gaining in popularity today, particularly in leagues with limited budgets such as Liga F, which uses the Pendular solution.
Read our article on AI and the management of social networks in football.
If you have any questions about the use of AI in sport, please contact our team.