The San Antonio Spurs are revolutionizing fan engagement with their new AI Studio, aimed at offering personalized, immersive experiences.
SAN ANTONIO — The San Antonio Spurs are stepping into the future of fan engagement with the launch of Spurs AI Studio, a new platform designed to power interactive, AI-driven experiences for fans.
According to the Spurs, the studio will blend emerging artificial intelligence technology with creative storytelling and brand partnerships to deliver personalized activations both inside the arena and online. The organization says the goal is to create immersive digital content and in-venue moments that bring fans closer to the team while opening new doors for collaboration with partners.
“Spurs AI Studio is about breaking down barriers and creating unforgettable experiences for our fans,” said Jordan Kolosey, vice president of business strategy, innovation and data operations at Spurs Sports & Entertainment, in a statement released by the Spurs. “This represents the future of fan engagement, and by working alongside innovative partners like Michelob ULTRA, we’re unlocking moments that were once impossible and bringing fans closer to the game than ever before.”
The first activation from Spurs AI Studio is “ULTRA Arrivals,” created in partnership with Michelob ULTRA. The Spurs say the experience allows fans to upload a photo and generate a cinematic “arrival” video inspired by the tunnel walks typically reserved for NBA players.
Using generative AI technology, fans can see themselves stepping into Frost Bank Center in pregame style, complete with broadcast-style edits and personalized touches designed to mimic an official game-day entrance, according to the Spurs. The experience is available online at the website here.
The activation is part of Michelob ULTRA’s ULTRA Courtside platform, which the Spurs say focuses on providing fans with enhanced access to their favorite teams and players.
Fans 21 and older are invited to create and share their videos on social media using the hashtag #ULTRACourtside, the Spurs said.