AI Personalisation in Sport: Why the Industry Is Still Starting With Cohorts

Everyone in sport is talking about AI-powered 1-to-1 personalisation. Most organisations are nowhere near it - and some of the most honest thinking on why comes from Miheer Walavalkar, CEO and Co-Founder of LiveLike, in this conversation with Aidan Cooney, Group CEO of Envision Sport Group. Aidan's starting point is integration: fan engagement has been treated as either/or for too long - content or advertising, broadcast or digital. The value is in combining them, built on a data foundation that makes the whole thing trackable. Miheer's honest take on AI: the power isn't any single capability, it's the ability to orchestrate multiple workflows simultaneously. But even with LiveLike's Genie product, his practical advice right now is to start with cohorts. The economics of true 1-to-1 AI personalisation at scale - specifically the token cost - is something the industry hasn't fully worked out yet. The answer from two people building this infrastructure: crawl, walk, run. Get the data foundation right, build cohorts dynamically, then scale toward the individual. What you'll take away from this clip: Why treating fan engagement as either/or is leaving commercial value on the table How AI changes what's possible when orchestrating multiple fan engagement workflows at once Why starting with cohorts is still the right move - even with 1-to-1 personalisation in sight The unresolved question about AI token economics at scale and why it matters before committing to a 1-to-1 strategy Watch the full episode to hear the complete conversation with Aidan and Miheer on fan data, the commercial future of sport, and what becomes possible when the infrastructure is in place.