• by Tanya Gazdik , June 7, 2018

Minor League Baseball has enlisted Satisfi Labs to create a bilingual customer service AI conversation platform for more than 30 MiLB teams. 

The partnership marks the first time a sports league will communicate with its fans in both English and Spanish by leveraging Satisfi Labs’ AI capabilities. 

The AI platform will operate within individual teams’ Facebook Messenger pages and serve to answer fans’ questions pertaining to aspects of the game day experience such as ticketing, parking, and other common inquiries surrounding the venue, game, and teams, while providing unique answers based on the users’ locations. The platform’s bilingual capability allows each team to effectively connect and engage with their fans in the language of their choice to provide the right information, at the right place, in real-time. 

The partnership reinforces MiLB’s tech-infused strategy specifically designed to improve the fan experience, said David Wright, Minor League Baseball chief marketing and commercial officer. 

“This cutting-edge technology will better our ability to understand the fan journey by providing a platform for our teams to engage a more diverse audience and turn data into intelligent action,” Wright says in a release. 

This offering will amplify MiLB’s national multicultural initiative “Es Divertido Ser Un Fan” (It’s Fun to Be a Fan”) and its new “Copa de la Diversión” (“Fun Cup”) season-long event series specifically designed to embrace the culture and values that resonate most with participating teams’ local U.S. Hispanic/Latino communities. The interface will initially be made available to the participating “Copa” teams to support their respective fan engagement efforts.

Satisfi has developed several unique platforms for brands across entertainment, retail, and sports, but this is the first tool the company has created that can communicate as efficiently in Spanish as in English, said Don White, chief executive officer and co-founder of Satisfi Labs. 

MiLB and Satisfi Labs plan to roll out an expanded AI conversation platform and league-wide fan engagement tool for the 2019 season.