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The aim was to have more control over the customer experience and use data to track the performance and behavior of customers. The partnership resulted in a  percent year-on-year increase in traffic to wimbeldon.com, a  percent increase in transactions and a  percent increase in revenue. dmi video thumbnail Join for FREE to access this video Embracing new technology - the era of AI In its partnership with IBM, Wimbledon continues to evolve to automate digital services and engage with fans. Using artificial intelligence AI through IBM’s Watson, the tournament personalizes content on the website and app to attract and engage consumers. For instance, according to Computer Weekly, the technology can be used to automatically create


highlight reels tailored for individual fans. “These two-minute reels are automatically created by Watson through a combination of stats, listening to the crowd reaction and looking at the gestures of the players,” said Kevin Farrar, IBM UK sports Exit Mobile Number List partnership lead. “We then make it available to the Wimbledon digital team.” AI technology is also used to rank players before the championship. These rankings are based on the form and performance of players in the lead-up to and during the event. It looks at structured data such as results along with unstructured





such as media coverage and then uses an algorithm. There’s also a myWIMBLEDON section on the website that encourages people to register to get personalized highlights based on player choice, tailored content and exclusive benefits. This has resulted in building audiences through digital platforms. “We have seen steady growth of digital platforms,” says AELTC’s Communications and Marketing Director. “When I started here about  years ago, we were getting an audience of about  million unique devices. In , we had a record of  million unique devices connect, when Andy Murray won. We are on course for a very successful tournament this year.” The Power of the Tennis Players Even if you’re not a tennis fan you probably recognize the names Roger Federer, Serena Williams, Naomi Osaka and Novak .