MiLB partners with Satisfi Labs for bilingual bots fan service

League also extends deal with technology and financial services company FIS.

MiLB partners with Satisfi Labs for bilingual bots fan service

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Minor League Baseball (MiLB) has announced a partnership with Satisfi Labs.

Under the terms of the deal, the artificial intelligence (AI) engagement platform will create a bilingual customer service AI platform for over 30 MiLB teams.

The product solution will develop MiLB’s national multicultural initiative ‘Es Divertido Ser Un Fan’ [It’s Fun to Be a Fan] and its new ‘Copa de la Diversión’ [Fun Cup] season-long event series designed to embrace culture and values that resonate with participating teams’ local US Hispanic/Latino communities.

The interface will initially be made available to the participating Copa teams to support their respective fan engagement efforts.

The AI platform will operate within individual teams’ Facebook Messenger pages and serve to answer fans’ questions on gameday experiences, covering ticketing, parking and other common queries, while providing answers based on the users’ locations.

The platform’s bilingual capability will allow each team to connect and engage with their fans in the language of their choice to provide the right information in real-time.

MiLB and Satisfi Labs say they plan to roll out an expanded AI conversation platform and league-wide fan engagement tool for the 2019 season.

“Our new partnership with Satisfi Labs reinforces our tech-infused strategy specifically designed to improve the fan experience any time they engage with MiLB,” said David Wright, chief marketing and commercial officer of MiLB. “This cutting-edge technology will better our ability to understand the fan journey by providing a platform for our teams to engage a more diverse audience and turn data into intelligent action.”

“We’ve developed several unique platforms for brands across entertainment, retail, and sports, but this is the first tool we’ve created that can communicate as efficiently in Spanish as in English,” added Don White, chief executive and co-founder of Satisfi Labs. “We’re excited to expand our offerings in AI conversation platforms to the Hispanic community and support one of the largest sports leagues in the US in its effort to better connect with all of its fans.”

Meanwhile, MiLB has extended its strategic partnership with FIS to the end of the 2022 season.

The technology and financial services company will serve as the official technology provider to the league.

FIS announced a relationship with the league as its official payments and loyalty technology provider prior to the 2017 season.

The agreement serves to integrate FIS' advanced payment, loyalty and other solutions within the league's ‘Ballparks of the Future’ initiative.