The Premier League has launched a new AI companion, the Premier League Companion, in its redesigned iOS and Android app as part of a five-year partnership with Microsoft. This initiative aims to engage its 1.8 billion global fans through personalized content and real-time insights. Richard Masters, CEO of the Premier League, expressed excitement about enhancing fan interaction. However, initial user feedback on the AI-powered companion has been mixed, citing limitations in user interaction, as options are confined to prewritten prompts rather than customizable input. The Premier League plans to enhance the AI’s functionality by the start of the 2025/2026 season. The companion is designed to provide access to over 30 seasons of stats, 300,000 articles, and 9,000 videos, although users have reported limited tailored insights so far. Additionally, AI will be integrated into Fantasy Premier League, offering fans a personal assistant to optimize their teams.
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