LaLiga’s AI Pilot Program Yields Promising Results

On Thursday, LaLiga presented the outcomes of its pilot program focused on Artificial Intelligence (AI), developed in collaboration with Globant during the 2024-2025 season. This initiative is rooted in two key pillars: AI agents and training employees in computational thinking.

The results were encouraging for the organization: prior to the program, only 25% of participants, employees from various sectors within LaLiga, reported using AI tools in their daily tasks. Following the pilot, this percentage rose to 60.9%. Furthermore, the frequency of intensive AI use—defined as daily or multiple times a day—jumped from approximately 33% to 72%.

Javier Gil, the head of AI Adoption and Development at LaLiga, was responsible for presenting the results. He was joined by Aitor Jiménez, Director of Innovation, Technology, and New Business at the Baskonia Alavés Group, who discussed several projects underway that incorporate AI. The Alavés team is among the most advanced in LaLiga regarding AI implementation.

LaLiga aims to integrate AI within the organization and among its employees, emphasizing a complementary role rather than a replacement for human labor. “Technology allows us to save time on aspects where human value is significant. We must be bold in integrating AI where it makes sense; there are cases where its use is not justified,” stated Javier Gil. He highlighted that the human factor can differentiate in a world where AI might tend toward “democratizing mediocrity.”

AI can significantly save time in document generation and process automation, allowing LaLiga employees to focus on tasks that require critical thinking, where human input is crucial.

The commitment to AI extends beyond LaLiga as an institution and into its clubs, with varying levels of development. One of the frontrunners in this regard is Alavés. Aitor Jiménez mentioned several projects expected to launch in the next couple of years, such as an ‘Intelligent Showcase’ in the club store where AI identifies customers and allows them to ‘try on’ clothing virtually, aiming to enhance fan connection and increase sales through personalized offers.

Another initiative by the Baskonia Alavés Group involves using AI to improve player performance through emotional health. This entails a bot that interacts with players, suggesting exercises for emotional well-being.

The group is also utilizing AI for subscription renewals and predicting when to restock supplies (gym equipment, paper, pool floats, etc.). In terms of sports performance, Jiménez believes there is still vast potential to explore. The ability to predict player injuries or determine which players meet specific market needs is already underway, but future advancements are expected.

Jiménez describes AI as an “accelerator for sports performance,” asserting that it will not replace coaches but will serve as a vital tool in their daily routines. He envisions more efficient and competitive clubs thanks to AI, emphasizing the importance of CVC funds for technological growth.

However, personal data protection poses one of the primary challenges for technology. For instance, using biometric identification to monitor stadium entry is currently prohibited under data protection laws, even though it could significantly aid clubs in identifying fans during incidents.

Gil and Jiménez anticipate that the next major shift for fans concerning AI will be the emergence of virtual reality glasses. This aligns perfectly with clubs’ intentions to provide personalized experiences for their supporters. In the near future, this could become a common reality for many fans.