**Brendan O’Kane** is the CEO of **OtherLevels**, which is a top provider of real-time, multi-channel platforms designed for live sports and igaming. He delves into how Generative AI is revolutionizing the industry and how operators can utilize it to enhance customer interactions.
Generative AI has become more than just a trend; it’s transforming how companies connect with their audiences. It holds the promise of overhauling marketing tactics by allowing for the creation of more engaging and uniquely tailored content on an unprecedented scale.
By automating the creation of content and offering personalized experiences throughout the customer journey, Gen AI is changing the rules for engaging with digital audiences.
For forward-thinking operators, adopting Gen AI means marketing themselves more effectively and affordably in a highly competitive, always-active market. This evolving form of content empowers marketing teams to leverage personalization, creative content, and rich media to deliver compelling customer experiences across every channel, from the point of acquiring customers to retaining them.
With Gen AI, operators can generate a wealth of high-quality, personalized customer-facing content and media daily. This is powered by data and insights they already have, enabling them to automate and scale like never before, offering previously unattainable levels of one-to-one customer experiences.
**Transformation Across Various Sectors**
Marketers in various industries have already harnessed automation to innovate their operations. A shining example is seen in the PGA Tour, which uses Gen AI to enhance broadcasting and fan engagement. Through automated commentary and scalable data translation, the PGA delivers timely insights about events, players, and statistics, completely revolutionizing the fan experience.
This technological revolution extends beyond sports. In healthcare, it’s advancing AI-driven diagnostics and patient engagement, while in entertainment, it’s facilitating swift scriptwriting and personalized streaming content. In finance, AI is boosting fraud detection and refining customer communications with highly tailored messages. The reach of this technology spans multiple industries.
In the realm of online sports betting and gaming, Gen AI offers a novel prospect: the automation of truly engaging customer experiences via rich media formats, including video.
**Unleashing Potential**
The future for marketing teams lies in continuous automated storytelling across digital platforms, aiming to form lasting, personal bonds with customers. The potential use cases are limited only by imagination. From perpetually updated content in affiliate channels to personalized on-site videos that resonate uniquely with each customer, it’s all about fostering activity by catering to individual preferences.
Hyper-personalized customer relationship management content can merge player behavior with live odds, trends, and tailored recommendations. Consider horse racing: marketing teams can employ Gen AI to create near-live video calls-to-action for potential new customers, presenting enhanced odds for a key race, all delivered with an endorsed racing ambassador, thus powering an acquisition campaign across a multi-day festival.
The impact of personalized, automated content was evidenced across an entire NFL season, where one US operator achieved a 30% revenue increase during live games. By automating personalized content, tailored to individual bet histories and live events, an unmatched customer experience is crafted. Video further enriches this, offering compelling content in real-time.
Generative AI content, being rich, scalable, highly personalized, and engaging, simply revolutionizes communication in an era flooded with TikTok and video content. As customers expect more sophisticated marketing approaches, operators can seize this communication shift to explore the expansive possibilities it presents throughout the customer life cycle.
**Taking Action Now**
The adoption trajectory for Gen AI is rapidly climbing. Gartner anticipates that by 2025, over 80% of software providers will incorporate Gen AI tools, fundamentally altering how businesses interact with data and engage customers. For operators eager to maintain a significant share of customer attention, the moment to begin experimenting and adapting is now.
Live sports, despite their complexity compared to other retail experiences, offer incredible opportunities. Gen AI, paired with rich content like personalized video highlights, can directly connect with customers through personalized, relevant content and offers. This rich media strengthens brand alignment and complements streaming, sponsorships, and out-of-home campaigns.
For innovative operators focused on moving from acquisition to retention, embracing Gen AI on a large scale can unlock higher engagement rates, foster stronger brand loyalty, and yield better profit margins.