THE FUTURE OF AI
The crowd on the east side of centre court, during the Gentleman’ s Singles Final at The Championships Wimbledon 2025
Most executives know the challenge: audiences are fragmenting, attention spans are shrinking and everyone’ s scrambling to implement AI before their competitors do.
In sports, this problem is particularly acute.
Young fans watch highlights on TikTok instead of full matches on TV – and traditional broadcasters are losing ground to social platforms that deliver bite-sized content on demand.
The real challenge isn’ t technical – it’ s understanding what users actually want and delivering experiences that enhance rather than replace human connection.
This is where Wimbledon’ s story becomes compelling for business leaders.
While others chase AI trends, the All England Lawn Tennis Club has spent 36 years methodically building digital capabilities with IBM. Today, it processes 2.7 million data points during the tournament, powering everything from real-time match insights to conversational AI that lets fans explore match stories in their own words.
We spoke to Kevin Farrar, Head of Sport Partnerships at IBM UK, Chris Clements, Digital Products Lead at the All England Lawn Tennis Club and world-renowned tennis coach Judy Murray to find out more. aimagazine. com 89