Fred Baker

"Game On: How AI Transforms Sports into Personalized Marketing at Scale?"

Together with Cristina Meniuc

Summary

From the quiet tension of Wimbledon to the precision of Ferrari’s performance, sport has become a powerful stage for innovation. IBM’s work behind the scenes shows how AI can turn data into meaningful, personalised experiences — creating new forms of connection between brands and public.

This session explores how these ideas extend far beyond sport. What can marketers learn from the intersection of AI, creativity and storytelling? How can AI help meet rising expectations for relevance and speed, support responsible personalisation, and make content creation more efficient and adaptive?

Join us for an open and practical conversation about how AI is reshaping marketing — and what it means to build more intelligent, human-centred experiences at scale.

Biography

Fred Baker is IBM Sports Lead, bringing over a decade of progressive IBM experience to drive innovation in the sports technology sector. Fred spearheaded the company's flagship innovation projects with some of the world’s biggest sports events and players. With deep expertise in digital transformation and customer experience strategy, Fred now leverages this diverse background to position IBM at the forefront of sports technology innovation, developing cutting-edge fan engagement solutions and partnerships with major sporting organizations through AI, cloud computing, and analytics.