JohnWallStreet hosted its inaugural AI Playbook Summit in March. We highlighted several of the teams and leagues at the forefront of the adoption curve and detailed what they were building, what was working, and where ROI was beginning to emerge. 

But the rapid pace of innovation and deployment in the space, combined with the growing number of organizations making AI a priority, has created the need for another intimate gathering focused on shared learning and practical application.

According to PwC’s 2026 Global CEO Survey, 56% of CEOs say their companies have yet to realize increased revenue or reduced costs from AI. Just 12% reported achieving both.

So, JohnWallStreet will host the AI Playbook II Summit on October 21. The event will focus on how some of the more technologically sophisticated companies and organizations are applying AI to real challenges and generating tangible business results.

We’ll bring together senior operators from across the industry for candid conversation and peer-to-peer learning. Attendees can expect to gain actionable insight into the applications and infrastructure enabling rights owners and holders to deepen fan relationships and drive incremental revenue.

We have four featured speakers confirmed for the AI Playbook II Summit. Several more will be announced in the weeks ahead.

Each will participate in an off-the-record, deep-dive fireside conversation, followed by audience questions and discussion.

Date: Wednesday, October 21
Time: 8:00 am-1:00 pm
Location: Private (NYC)

Below is an overview of the agenda. 

Using AI to Improve How Sport Is Watched, Understood and Officiated

The NBA is using AI to personalize how fans watch and engage with basketball, how teams extract new insights from player-tracking data and how it improves officiating accuracy. League EVP and Chief Technology Officer Krishna Bhagavathula will explain how the league has built the data, cloud and computer-vision infrastructure required to turn these emerging concepts into reliable products operating at scale. He’ll also discuss how the NBA is deploying generative AI internally to enhance productivity, workflows and creative applications.

Transforming E-Commerce with Physical AI and Robotics

Fanatics has grown from a $250mm e-commerce company into a $14bn merchandise, sports betting and trading cards giant. Fanatics Ventures’ Saj Cherian will join us to explain why data and supply chain are set to become its most important competitive advantages over the next 18-36 months. He’ll discuss Fanatics’ use of generative imagery and video to drive sales, and the company’s ongoing efforts to use physical AI and robotics to produce and personalize merchandise, on demand, inside U.S. fulfillment centers.

Turning Anonymous Audiences into Known —and Valuable— Fans

The Los Angeles Clippers are using individual ticketing, real-time behavioral data and AI to understand who is in the building, reward fandom and personalize engagement. LAC and Intuit Dome Chief Technology and Digital Officer George Hanna will explain how the team is using AI powered insights to convert anonymous audiences into season ticket holders, identify ‘energy spreaders’ that can be strategically placed throughout the arena, and influence fan behavior in ways that enhance the home-court advantage and create measurable value for commercial partners.

Building a League Around the Individual Fan

Major League Soccer is using AI and data to rethink how fans experience the sport, while applying the technology across player performance, media and league operations. MLS EVP & Chief Technology Officer John Nicastro will explain how the league is using AI to create more personalized fan experiences, unlock new ways to engage with content, and turn data into actionable intelligence across its ecosystem. He’ll also discuss how MLS is testing AI across everything from fan engagement and ticketing to broadcast production and player performance- and what it takes to build the technology infrastructure to make those applications work at league scale.

Turning Live Sports Into Real-Time Intelligence

OWL AI is using vision AI to turn live action into data that can support officiating, enhance broadcasts and create new commercial opportunities. CEO Jay Prasad will explain how the technology is being used to bring more objectivity to officiating and turn live sports action into usable intelligence. We’ll also discuss applications for fan engagement, international audience growth and how putting these capabilities in recreational athletes’ hands could help democratize success and grow fandom.

Using AI to Make Smarter Ticketing Decisions

SeatGeekIQ is using AI to help teams better understand demand, pricing and fan behavior. Derek Zhou, Head of SeatGeekIQ, and Cam Cooper, VP of Strategy & Analytics at the Tennessee Titans, will discuss how teams are using data and AI to forecast demand, optimize inventory and make smarter decisions across the ticketing business.

Those interested in attending can express interest here. Attendance is limited.

To discuss partnering with us on this unique event, reach out to Jacie Brandes at [email protected].

In the latest episode, The Sports Advisors offer up some free, unsolicited advice for new MLS Commissioner Larry Berg. Domestic soccer fans prioritize players and performance; Berg must bridge the league's ownership divide and eliminate GAM/TAM; transfer-fee revenue should be reinvested in domestic building blocks; and MLS should be thinking hemispherically and embrace a tri-cast distribution model.

As always, you can connect with a member of the JohnWallStreet Advisory team by sending a note to [email protected]. In fact, we encourage it!

📺 Watch the full episode on JohnWallStreet’s YouTube page.
🎧 Listen on Apple Podcasts or Spotify.

The next episode will be released tomorrow, August 26.