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 automatización de flujos de trabajo.

El programa se desarrollará a través de los AI Pods de Globant, un modelo de suscripción disruptivo basado en equipos de agentes de IA supervisados por expertos, y contará con la participación de Sportian, la división especializada en deportes de Globant. Esta colaboración permitirá identificar y desplegar soluciones tecnológicas avanzadas que impulsen la eficiencia, la escalabilidad y la sostenibilidad del ecosistema de LaLiga.

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."