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La Liga launches AI assistant

Voice assistant provides kick-off times, tables, results, statistics and highlights

La Liga has launched an AI voice assistant to enhance fan engagement.

Leveraging Microsoft’s Cognitive Services, the virtual assistant enhances contact with fans via voice and text across multiple devices (including Bixby, Google Assistant and Skype), delivering kick-off times, tables, results, player and club statistics, and videos of match highlights.

La Liga digital strategy director Alfredo Bermejo said: “Voice assistants are a modern trend and, as an entertainment company constantly seeking to be at the forefront of technology and offer fans the best possible experience, La Liga has decided to add the LaLiga assistant to its list of digital products.

“It is another way of bringing football and the clubs closer to the fans, which is always a priority for us.”