The pitch for agentic AI on the pitch at AC Milan
Fans are the soul of AC Milan, with around 628 million of them dotted around the world. To support them and transform the fan experience, the world famous club is turning to AI agents.
Massimo Venneri, Head of Digital & CRM AC Milan explains that AC Milan is built on relationships. It has a global TV audience of 248 million watching its matches and an annual stadium attendance of 1.4 million, as well as a social media following of 90 million.
The club is a long time user of Salesforce clouds to merge its fan data, automate personalized marketing, and power an AI-based fan service.
It’s now applied Data 360 to unify data by pulling ticket, store, and hospitality information into one place so the agent has access to the fan's complete history instantly. Data from transactions, touchpoints, marketing, B2B, activations and fan support all link to a single point...
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