AI Sports Club London
What if the technology behind your favourite sport was right there in front of you?
IBM works behind the scenes at two of the biggest names in sport, Ferrari and Wimbledon. Its AI helps make sense of every lap and every rally. But most fans never see it, and enterprise AI isn't something people queue up for.
So we took it outside, to London's Southbank.
For one summer, an open air space by the river became a sports club anyone could walk into. One area showed the British Grand Prix at Silverstone and Wimbledon live on big screens. The other was a photo spot where fans could step into the world of Ferrari and Wimbledon.
Around the screens, people could try the technology for themselves. They could see how IBM's AI reads the data coming off a Ferrari at speed, follows a match point by point, and helps shape the commentary as it happens.
People came for the sport and stayed curious about what was behind it. Thousands passed through, and something built for boardrooms found a home with the public.
Client : IBM
Agency : GPJ
Locations : London, UK
Role : Associate Creative Director