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AS Roma to utilise Artificial Intelligence in ticketing strategies

Serie A club AS Roma has partnered with software company Premoneo, which specialises in developing Artificial Intelligence (AI) software, to aid in managing the club’s ticketing system.

Roma will use the platform to make data-driven decisions in promotional and marketing initiatives, fan loyalty strategies and commercial activities.

The software studies variables including tourist numbers in Rome through to the current situation surrounding Covid-19 cases. It can also generate targeted offers that have the Roma supporters in mind.

Roma will be able to analyse factors in real time, combining market variables that cover events happening at the Stadio Olimpico, as well as non-footballing factors like weather, those staying in accommodation and other events taking place in the area.

These factors will enable the club to make accurate predictions surrounding ticketing demand for any upcoming match. The club has claimed that it is the first Serie A side to consider such strategies using AI, with the implementation of the new system set for the beginning of the 2022-2023 season.

Paolo Manguzzi, AS Roma venue business director, said: “The Giallorossi [Roma] fans’ passion for the club is ceaseless and plain for all to see at every home game at the Stadio Olimpico. For this reason, we continually strive to offer them an innovative service catered to their needs.”

Frederico Quarato, chief executive of Premoneo, added: “AS Roma has chosen our technology to deal with a market scenario that has inevitably changed after the consequences of the pandemic.

“Analysing fans’ preferences and responding to their needs by predicting their behaviour is the goal of our partnership with the club. The software we’re providing to Roma will allow the club to continue growing in both ticketing and overall sales.”

Image: AS Roma