How Infobip Uses AI Companions to Keep Sports Fans Coming Back

What can Formula One and football teach businesses about building customer relationships that continue long after a single event?

In this episode of Tech Talks Daily, I speak with Ben Lewis, Vice President of Marketing at Infobip, about the company's work with AI-powered sports companions and what those experiences can teach customer experience leaders in every industry.

Ben explains how Infobip worked with TGR Haas F1 Team to create RaceMate, an AI companion available through WhatsApp and Apple Messages for Business. Fans can access team information, driver histories, race schedules, trivia, personalized content and interactive experiences without downloading another application.

We also discuss PitchMate, Infobip's conversational companion for global football fans. It remembers a fan's preferred team, can deliver personalized schedules and match information, and supports quizzes and other interactive features across an extended tournament.

For me, one of the most useful lessons is the decision to meet fans inside messaging channels they already use. We have all downloaded an application for a conference, flight or one-off event, used it for several days and then forgotten it exists. RaceMate and PitchMate allow the conversation to remain available in the same place someone would message a friend.

Ben also explains why Infobip measures success through returning users, conversation duration and the number of interactions rather than relying solely on clicks. TGR Haas F1 Team is currently using RaceMate to grow its fan community and provide useful content rather than constantly pushing merchandise.

The same thinking can apply far beyond sports. We discuss travel companies contacting customers during unresolved claims, healthcare providers sending poorly timed automated messages and brands promoting products without recognizing that a customer is already involved in a dispute. Connected data can help prevent these disjointed experiences.

Our conversation closes with practical advice for businesses adopting agentic AI. Ben recommends connecting customer data with campaigns, testing carefully, establishing guardrails and defining when an AI agent should transfer a conversation to a person.

Are businesses investing too much in new customer applications when the better experience could already live inside WhatsApp, RCS or Apple Messages for Business? Please share your thoughts with me.