LaLiga will apply Globant's agentic AI to generate automated content

A Memorandum of Understanding (MoU) between LaLiga y They are gloating lays the foundations for the imminent implementation of a pioneering program based on agentic AI that will transform the organizational and content generation workflows of the football competition.

This agreement places LaLiga like the “first sports organization in the world” in adopting a model of agentic artificial intelligence on a large scale. This deployment aims to accelerate the innovation, as well as optimize internal processes in key areas such as talent training, he sports performance analysis, the generation of personalized content and the workflow automation.

The program will be developed through the AI Pods of Globant, a disruptive subscription model based on teams of AI agents supervised by experts, and will include the participation of Sportian, the specialized sports division of Globant. This collaboration will allow identify and deploy advanced technological solutions that promote the efficiency, scalability and sustainability of the LaLiga ecosystem.

To Javier Tebas, president of LaLiga, this agreement "allows us to incorporate artificial intelligence in a practical and transformative way, reinforcing our commitment to operational excellence and to a competition that is increasingly modern, efficient and connected to fans. With this alliance, we take another step to keep LaLiga at the forefront of the industry." On the part of They are gloating, Martin Umaran, Chairman EMEA and co-founder, adds: "LaLiga is taking a historic step by becoming the first global sports organization to adopt agentic AI models to reinvent its business. With this vision, not only will new efficiencies be achieved, but it will open the door to innovations and results that will forever transform the way football is managed, played and enjoyed."