Emerging Tech, Data & Media

La Liga rolls out AI-powered voice assistant

Spanish soccer service will provide fans with schedules, classification, results and stats.

by Sam Carp

La Liga rolls out AI-powered voice assistant

La Liga, the organising body for the top two tiers of Spanish club soccer, has launched a new virtual assistant to provide fans with more information through voice and text.

The service, which will use artificial intelligence (AI) and the cognitive services of tech giant Microsoft, will give fans access to news regarding all La Liga competitions and clubs across multiple devices, including Samsung’s Bixby, Google Assistant and Skype. 

Among the information provided by the service will be schedules, classification, results, player and club statistics, and videos of major moments in games.

La Liga says that it is hoping to use the product to create more personalised interactions with its fans, while it also plans to add further features such as listening to news or integration with games.

"Voice assistants are a current trend and La Liga, as an entertainment company that seeks to always have the latest technology and offer the best experience to its fans, has taken the step of adding the assistant 'LaLiga' to its list of digital products,” said Alfredo Bermejo, La Liga’s director of digital strategy. “It's another way to bring football and clubs closer to the fans, which is always a priority for us.”