How has tennis taken advantage of AI and Gen AI over the last few years?
Chris Clements:“ We were one of the very first sports organisations to start adopting AI in different elements back in 2017.
It started when we were inserting AI into our video highlights content production – and that allowed our content team to be able to optimise the highlights packages which were being created.
With that increased output, we’ ve seen that the human team that’ s using the tools grew by over 40 % in our content team from 27 to 40 people now.
As these AI tools are becoming available, it means that we can get more value, which actually means we are putting more and more resources in terms of humans into these developments.”
Kevin Farrar:“ Back in 1990 when we started, it was just the rudimentary score data and then each year we’ re always looking for new sources of data because with new data you can create new insights.
Now with the introduction of Gen AI and large language models( LLMs), it’ s not just the structured data but it’ s the unstructured data as well.
So by combining those data sources – structured data, unstructured data and this explosion of data – it enables us to create new additional insights and engage with fans in new ways, but also drive other areas like coaching and performance.”
92 September 2025