Fantasy football managers will soon be able to use artificial intelligence-powered chatbots to pick their teams as the English Premier League turns to Big Tech to capitalise on its increasingly lucrative international fanbase and boost its consumer brand outside the UK.
The world’s richest football league recently signed partnership deals with Adobe and Microsoft for AI-powered personalisation tools, which will help fans find archived footage, access real-time data during games and create their own content to share on social media.
Later this year, Microsoft’s Copilot AI chatbot will give those playing Fantasy Premier League the option of asking a virtual assistant manager to help pick the team, while Adobe’s Firefly AI tools now allows them to design their own kits and badges.