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Volume 23 No. 23
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Teams enlist AI to respond to fan questions

College and professional sports teams have seen a dramatic escalation in inquiries from fans regarding safety, ticket refunds and scheduling since sports hit the pause button.


To address the surge in virus-related questions from fans, Satisfi Labs, an artificial intelligence-powered knowledge management platform, installed training for its bots to understand hundreds of unique questions related to the coronavirus. In turn, those bots provide the company’s customers — which include more than 200 in sports, entertainment and tourism — a way to answer questions in real time. Satisfi Labs works with approximately 100 clients in professional and college sports. 

Fans can access the bots through apps or on a team website, among other avenues. Before the NBA postponed its season, only 10% of people who used the bots were looking for refunds. Fewer than 1% were looking to exchange their tickets. Some 90% had two questions: Is the particular game still on, or how is the respective franchise ensuring that fans stay safe?

“The results are staggering,” said Don White, the co-founder and CEO of Satisfi Labs. “People were still pretty comfortable that they trust their venues. Now that the NBA [and other sports] have canceled, the refund questions are really coming. The data that we’re seeing shows that fans were really not showing the same fear that perhaps was being depicted. But now we’re handling thousands, literally thousands, of questions about when are they going to start up again, what do I do with my ticket, those kinds of questions.”