November 10 – LaLiga is embracing AI via a Memorandum of Understanding (MoU) with computer software business Globant which will develop a programme based on agentic Artificial Intelligence.
Agentic AI are autonomous systems that plan and act independently to achieve specific goals, without human oversight. LaLiga said that it “will transform the organisation’s operations and strengthen its position as a global benchmark in the sports and entertainment industry.” With Spanish football seemingly unable to avoid controversy and conflict between their human leaders both domestically and internationally, this could be a good thing.
LaLiga said the aim is to accelerate innovation and optimise internal processes in key areas including talent development, sports performance analysis, personalised content generation, and workflow automation.
Javier Tebas (pictured right), president of LaLiga, said:“At LaLiga, we understand innovation as a strategic axis for the future of sport. This agreement allows us to incorporate artificial intelligence in a practical and transformative way, reinforcing our commitment to operational excellence and to an increasingly modern, efficient, and fan-connected competition.”
The software programmes will be developed through Globant’s AI Pods – a disruptive subscription model based on teams of AI agents supervised by experts – and will include the participation of Sportian, Globant’s sports-specialised division. “This collaboration will enable the identification and deployment of advanced technological solutions that drive efficiency, scalability, and sustainability within LaLiga’s ecosystem,” said a LaLiga press release presumably written by a soon to be replaced human.
Meanwhile, Martín Umaran (pictured left), chairman EMEA and Globant Co-Founder, said: “LaLiga is taking a historic step by becoming the first global sports organization to adopt agentic AI models to reinvent its business. With this vision, not only will new efficiencies be achieved, but it will also open the door to innovations and outcomes that will forever transform the way football is managed, played, and enjoyed.”
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