Tottenham Hotspur put Salesforce's AI on fan questions. The AI resolves 20% alone.
Tottenham Hotspur launched Ask Spurs, an AI agent built on Salesforce software, Salesforce announced on 15 October.
Fans use it on the club's website and app, in eleven languages, for tickets, memberships, shopping and stadium events.
Salesforce says 20% of the agent's interactions are resolved by the AI alone. When it cannot resolve a question, it hands the fan to a person on the club's support team. The release also gives an "86% engagement rate" without saying what that measures.
Fan data had been spread across dozens of systems for ticketing and shopping, as well as the app and website. Over two years the club replaced 30 or more systems and connected more than 10. Over 4.6 million fan accounts now sit in its SpursID fan profiles.
"Getting us here has been a huge effort for Tottenham Hotspur and Salesforce teams," said Rob Pickering, the club's chief technology officer.
The release does not give the project's cost or how many questions the agent handles each week.
Sources
For your next steering committee
- 1Ask which AI tools already touch your ERP or finance data, including the ones nobody approved.
- 2Ask what each tool is allowed to change, and who reviews what it changed.
- 3Ask how the result is measured, and who decides to switch a tool off.
Issue 01 of the ERP LEADERS brief puts a timeline, the three-number review and six questions on one page. Read issue 01
Welcome back. · Issue 01
