We enhance our service to Atlético fans with artificial intelligence

Atlético de Madrid has broken multiple historical records so far this season. Over 78 million followers are engaged with the club across various social media platforms. This growing figure aligns with the club’s all-time highs in terms of members and season ticket holders.

With the team’s global following larger than ever, the club is doubling its efforts to meet the expectations of its dedicated fanbase. One key initiative is the launch of a pilot project where artificial intelligence plays a central role in responding to fans using natural language.

The challenge is to provide always up-to-date information on the most common inquiries handled by the Atlético Fan Service team. The club has developed a knowledge base designed to offer 24/7 responses to fan inquiries regarding ticketing services, memberships, season passes, news, videos, or live match results.

This service is complemented by personalized support from the club’s human team during office hours. Atleti Bot is also equipped to transfer conversations to a live agent if the user requires further assistance.

With this service, Atlético de Madrid continues to expand its fan support initiatives; one of the club’s core commitments.

This pilot project has been led by Atleti Lab, the club’s innovation division. Atleti Lab collaborates with global partners to launch cutting-edge projects that provide Atlético with competitive advantages across all areas of operation.

For this initiative, Atleti Lab has worked closely with LALIGA’s Innovation and AI Implementation & Development departments to ensure that the insights gained from launching this assistant also contribute to the growth of the domestic competition and its teams.

  • A New Milestone in Fan Engagement: Introducing Atleti Bot

  • Artificial Intelligence Enhances Fan Service for Atlético de Madrid Supporters

  • Innovation and Digitalization for 24/7 Support

AI-Powered Content Production

Technology plays a key role in tackling the challenge of sharing the club’s daily story across different platforms.

Artificial Intelligence comes to our Meet & Greets

The club continues to invest in creating experiences designed for Atlético fans to enjoy like never before at the Riyadh Air Metropolitano. Both inside and outside the stadium, events and activations of all kinds take place.

A new experience of Augmented Reality to surprise the sponsors that travel with the club

The representatives of our partners who joined us on our first away trip in the European competition of the 24/25 season began the experience at home with a surprising invitation.

The Fan Token Experience from Socios.com comes to the club’s official app

Atlético de Madrid becomes the first team in the world to integrate a Socios.com space into its app. The Fan Token Experience offers fans the opportunity to access unique experiences through daily interaction.

Take a photo with our players thanks to augmented reality

Atleti Cam is an exclusive totem available at Club Telefónica in Riyadh Air Metropolitano on match days, allowing fans to take a photo with our players and receive it conveniently via email.

Filters take over our stadium’s video scoreboards

Our stadium was the first in Europe to launch this initiative, allowing fans to be the stars by sending their live video feed to our giant screens. Thanks to augmented reality, thematic filters are applied that change throughout the season.

Get to know ‘Move forward,’ the club’s internal innovation program

The Human Resources department and Atleti Lab jointly promote this initiative, whose main objective is to train club professionals in agile methodologies, promoting interdepartmental collaboration and facilitating the implementation of innovative projects.

5G Multicam: A real-time immersive experience inside the stadium

Atlético de Madrid and Telefónica have implemented a new immersive way to enjoy matches at Riyadh Air Metropolitano thanks to the capabilities of 5G and Virtual Reality. This pilot project, pioneering in football, was a main feature at the Mobile World Congress 2024.