Even faced with a world overflowing with content, users still struggle to find media that appeals to them. Infinite choice has become more exhausting than liberating. To help navigate this maze and increase viewer engagement, this international Accelerator Special Incubator Project leveraged AI and ML to engineer a bespoke system that dynamically shapes content for fans.

Recorded live from IBC2025, episode 10 of the IBC365 Accelerating Innovation podcast hosted thought-leaders from the 2025 IBC Incubator ‘Changing the Game… Again!’ to find out more.

The project built on the success of its predecessor, “Changing the Game: Predictive Generative AI”, in 2024, and set out to construct a fully working, virtual sports companion MVP that used AI edge compute to personalise highlight reels and real-time sports data from a real BFBS football tournament.

This hyper-personalised companion enabled content to be tailored to an individual fan based on their unique preferences and interactions, while custom updates using real-time analytics on teams, players, and matches aligned with the fan's preferences to create a truly immersive and interactive way to consume live and VOD sports content, from anywhere.

In this episode, Muki Kulhan, Accelerator Lead at IBC, was joined by Russell Trafford-Jones, Industry Engagement Manager at IET, Steve Belford, Enterprise Innovation Architect at Channel 4, and Esteban Vazquez, CEO of Tesla Technologies.

The executives chat about the pros and cons of AI in sports production and its impact on fans around the world, as well as learnings in the ethics and responsible uses of AI in personalisation, audience engagement, privacy, and more.