Fortune Deputy Editorial Director Ellie Austin leads a panel at Brainstorm AI in London to talk about the evolution in AI and how it's being used in the sports industry.

Ellie is joined by Chris Clements, Digital Products Lead at Wimbledon, Matthew Candy, Global Managing Partner, Generative AI at IBM Consulting and Maggie Murphy, CEO of the Lewes Football Club to chat about how AI is going to be used in the upcoming Wimbledon matches in July.

They also discuss how IBM partnered with Wimbledon to create an app generated by AI to enhance the matches for the fans of all demographics while the game is happening live on TV.

Finally, they discuss how IBM created a product for the Sevilla Football Club called Scout Advisor that allows the user to have player reports on potential players trying out for the team.

00:00 - Utilizing AI At Wimbledon
02:07 - AI Demographics
02:51 - Enhancing The Fan Experience
03:33 - The App Resonating With Audiences
06:42 - AI Becoming A Line Judge In Wimbledon?
07:32 - More Diversity
08:48 - Regulating The Tech
10:38 - eSports + AI
12:03 - What AI Can Do For You

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