Ear To The Ground has partnered with the University of Salford to drive its Fan Intelligence AI platform.
The Manchester agency, which specialises in global sports, gaming and entertainment has started a research and development collaboration led by Professor Mo Saraee from the School of Science, Engineering and Environment.
This is to bring together AI research and real-world fan insights to create an industry-leading tool that transforms how brands engage with fans.
“Fan Intelligence AI is already a game-changer in sports, gaming, and entertainment marketing. This partnership will take it to the next level – bringing together academia and industry to unlock the next generation of fan insights,” said Simon Luff, Managing Partner – Strategy at Ear To The Ground.
“With the University of Salford’s expertise in AI and data science, we are developing a tool that will empower brands to make smarter, culture-led decisions with speed and confidence.”
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The 14 week R&D phase will focus on refining AI-driven data analysis, enhancing fan trend predictions and integrating next-generation automation to deliver deeper, faster, and more actionable insights.
The aim is to help brands: gain instant fan insights through AI-powered real-time analysis of thousands of conversations happening across sports, gaming, and entertainment
“Unlock deeper cultural relevance” by predict emerging trends before they hit the mainstream, ensuring brands stay ahead of the curve.
Finally de-risking marketing investments by testing creative concepts and forecasting fan responses before campaigns go live, reducing wasted marketing spend.
“This collaboration represents the ideal intersection of academia and industry, showcasing Salford’s leadership in AI research and innovation through our Data Science and Artificial Intelligence Hub,” added Professor Mo Saraee, Head of Computer Science and Software Engineering and Director of DSAI Hub at the University of Salford.
“Our expert team at the hub is at the forefront of cutting-edge AI advancements, and by combining their expertise with Ear to the Ground’s deep understanding of fan culture, we are developing a truly intelligent platform that will redefine how brands engage with fans.”
