By Martin Vongsuravatana (FootbAI) 
Artificial intelligence at the heart of club communications
In an era where clubs and supporters are instantly connected on a multitude of platforms, the responsiveness and quality of communication from clubs and leagues has never been so important. The consumption of football-related video content is more prevalent than ever, from highlights videos to edits on TikTok or Instagram. In August 2024, Cristiano Ronaldo launched his YouTube channel and amassed 30 million subscribers in 2 days, demonstrating the public’s responsiveness and appetite for this type of platform. In this war for consumers’ attention, the football environment can rely on artificial intelligence to optimise its communications.
Pendular, an AI tool for video communication
Pendular is a solution that uses AI to optimise the production of video content in sport. Their aim is to meet new needs in terms of the type of content being produced, particularly by the new Alpha generation.
In the graph below, you can see the social networks most used by 13-15 year-olds in 2022 in the United States. Instagram and TikTok dominate, two applications centred around video content, with stories and videos appearing directly in the news feed.
Pendular has developed an AI that allows for the classification and segmentation of videos from the televised broadcasts of matches. This AI is particularly capable of recognizing a player, a team, or an action. Beyond classification, Pendular will be able to generate content for different platforms by adapting the format of the obtained video (16:9, 1:1, …).
It is therefore easy to find the desired content among a large number of videos. This can be done through a search with classic filters. Pendular has also implemented an AI to go from Text to Video as shown below.
Thus, Pendular allows for gains in:
- Responsiveness: the content is ready to be distributed more quickly in the right format.
- Quantity: match summary montages can be generated automatically.
- Personalization: it is easily possible to create personalized content thanks to the classification of videos (e.g., creating a birthday video for a specific player compiling their goals).
Indirectly, this solution contributes to the overall quality of communication by being combined with a communication department within the organization. With no more tedious sorting to do, the team can focus on creativity and the details that matter.
To know more about AI in communication for football clubs click here.
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