How Tottenham Hotspur FC is integrating AI — with Rob Pickering and Salesforce's Felicity Starr

This episode was produced in partnership with Salesforce.

AI is changing the world of media and marketing at a rapid pace. But how are brands using the technology to drive better business outcomes and efficiencies?

In part one of a series of two special episodes, Rob Pickering, chief technology officer for Tottenham FC, and Felicity Starr, regional VP at Salesforce (and a Spurs fan), join host Jack Benjamin to discuss how AI is enhancing the club's customer services and creating personalised experiences for fans.

The trio also discussed the importance of sport for brands' media investments and what the future of fandom looks like in a rapidly changing media consumption environment.

Highlights:

4:25: Where are we in the AI revolution? Early use cases

10:12: Tips for embracing agentic and the importance of data governance

19:40: How to get started: 'If you can write it, you can do it'

25:10: What next in the digital transformation journey?

29:17: The future of sport business and fandom

Related articles:

Women’s sports are reshaping the future of adspend

Behave: Significant gaps exist between C-suite and employees over AI implementation

Cannes reflections: AI took centre stage, but didn’t address our industry’s profound questions

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