Wimbledon launches chatbot as AI legal questions arise

Sports Marketing Playbook

By Douglas N. Masters and Seth A. Rose

Douglas N. Masters is a partner at Loeb & Loeb LLP, where he litigates and counsels clients primarily in intellectual property, advertising and unfair competition. He is co-chair of the firm’s intellectual property protection group and he can be reached at dmasters@loeb.com. Seth A. Rose is a partner at the firm, where he counsels clients on programs and initiatives in advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media. He can be reached at srose@loeb.com.

Posted May 13, 2019 3:23 PM

Updated August 9, 2019 12:50 PM

Wimbledon introduced a chatbot called Fred in 2017 to answer questions and help fans navigate the tennis tournament’s grounds. Attendees were encouraged to “Ask Fred” for help with directions, dining options and other information to enhance their in-venue experience.Fred is powered by Watson, IBM’s artificial intelligence platform. The chatbot, which returned in 2018, was Wimbledon’s most visible use of AI to fans. But behind the scenes the tournament deployed Watson’s power and …

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