Wimbledon and IBM have introduced new AI-powered features and redesigned digital platforms to deliver more personalised and engaging fan experiences.
Wimbledon and IBM have unveiled new AI-powered digital experiences designed to help fans engage more deeply with The Championships through personalised insights, conversational interactions, and enhanced match analysis.
The latest features are available through the Wimbledon app and wimbledon.com, which have been redesigned and modernised to provide a more seamless digital experience for tennis fans around the world.
The initiative combines fan-facing innovation with a broader digital transformation programme to improve how audiences discover, consume, and interact with Wimbledon content.
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Delivering More Personalised Fan Experiences
“It’s our priority every year to remain at the pinnacle of sport and deliver the best possible guest experience of The Championships – both to those walking through the gates of Wimbledon and the hundreds of millions following the action digitally around the world,” said Usama Al-Qassab, Marketing and Commercial Director, All England Lawn Tennis Club.
New AI-powered features include Key Moments, which explains how specific plays influence match momentum, and an enhanced Match Chat assistant that enables fans to ask natural language questions and receive real-time responses supported by match data, statistics, and historical insights.
Modernising the Digital Experience
The new fan experiences are supported by a complete modernisation of Wimbledon’s digital infrastructure, including a redesigned content platform, improved data architecture, and more personalised user journeys.
“Our partnership with the All England Club extends far beyond delivering match scores and statistics for the website and app. The new fan experiences, combined with the modernisation of Wimbledon’s platforms using IBM Watsonx and IBM Bob, are an example of how organisations can use AI not only to deepen engagement, but also to accelerate innovation and unlock new levels of operational efficiency,” said Jonathan Adashek, Senior Vice President of Marketing and Communications, IBM.
As sports organisations continue to invest in AI and digital innovation, personalised fan experiences are becoming an important strategy for increasing engagement, strengthening loyalty, and building deeper connections with global audiences.
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