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AI makes its way onto the pitch getty The Premier League didn’t sign who you might expect this summer. Instead of a star striker or record-breaking winger, it brought Microsoft onto the roster. On July 1, England’s top football league announced a five-year partnership with the tech giant to build something more powerful than a highlight reel: a live AI tool that gives each fan personalized updates and interactions. The Premier League Companion is a virtual assistant embedded in the league’s app. Fans can ask it anything such as “How many goals did Cole Palmer score after the 60th minute?” or “Should I start him in fantasy this week?” It’ll have an answer, thanks to decades of match data, video and analysis packed into a chat-style interface. “This partnership will help us engage with fans in new ways — from personalized content to real-time match insight,” said Richard Masters, the Premier League’s chief executive. “We look forward to working together [with Microsoft] over the next five years to deliver more innovative experiences to all Premier League supporters around the world.” An AI-Powered Sideline Analyst The Companion will launch before the 2025–26 season. It runs on Microsoft’s Azure OpenAI tools and ties into the league’s official databases, offering fans a searchable, multilingual guide to everything from player stats to team tactics. Fantasy football fans get custom tips. Casual supporters can tap into historical moments. Everyone gains quick, easy access to what was once buried in stats pages and pundit banter. It’s not just about stats, though. The move is part of an increasing trend as sports and entertainment are turning to AI to keep viewers on their apps and away from TikTok, Reddit and third-party score trackers. Play Puzzles & Games on Forbes The Tech Arms Race in Sports Around the…

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Filed under: News - @ July 2, 2025 9:29 pm