UK – The Script is a 61-page fictional forecast of the upcoming Premier League football season created by artificial intelligence (AI).
Sports broadcaster BT Sport worked with data scientists and real-time sports analysts and used historical data to predict the placements of the league’s 20 clubs and the top goal scorers. To get fans involved with the campaign, the brand has released a free copy of The Script online, as well as publishing a shortened version in Metro.
BT Sport is asking fans to watch the Premier League season live in order to see how the predictions play out. The campaign, created in partnership with Wunderman Thompson, demonstrates how AI can be used playfully to create fictional forms of entertainment.
The football industry is becoming increasingly innovative, as brands race to embed technology into the sport and fan experience.