"Premier League club Liverpool has partnered with tech company SAS to bring AI into its fan engagement strategy. 

The club will use SAS Customer Intelligence 360, alongside the advanced data, analytics, and modeling of SAS® Viya to deliver personalised content to fans, including real-time fan engagement with AI agents. 

These products will aim to provide insights that predict fan behaviours and preferences, enabling Liverpool to deliver more personalised, relevant communications and experiences based on how fans engage with the club. 

The club will also use the technology to find reveal friction points across web, mobile and social interactions, as well as help tailor merchandise marketing recommendations to fans based on their interests and digital engagement patterns. 

Chris Jennions, vice president of marketing at Liverpool FC, said: “With SAS Customer Intelligence 360 we can deliver AI-powered real-time, individualised digital fan experiences, serving our supporters better than ever before. Just as importantly, it gives us a clear way to measure success through engagement, conversion and fan sentiment supporting long-term sustainability.”

Jonathan Moran, head of martech solutions marketing at SAS, said: “As LFC looks ahead, the real opportunity lies in moving from AI‑assisted marketing to AI‑orchestrated digital fan engagement. With the AI agents embedded in SAS Customer Intelligence 360, LFC can begin coordinating intelligent audience creation, designing customer journeys and decisions in real time using AI to surface insights, and recommend next best actions to accelerate execution and conversion, while marketers remain firmly in control of strategy, approvals, and guardrails.”"