The San Francisco 49ers have launched a new mobile app with 'Sourdough Sam AI' as one of its headline features. Developed with PwC, the chatbot is built into the app as a generative AI assistant that can help fans access team news and stats, learn more about players, navigate Levi’s Stadium, and follow live games through what the club describes as a first-of-its-kind real-time gamecast display. 

The AI layer sits inside a broader personalized app experience, but the 49ers are clearly using generative AI as one of the main ways to differentiate the platform. PwC said the project combined its data, design, and generative AI expertise with the 49ers’ brand to create a more personal and connected digital experience for fans whether they are at Levi’s Stadium or following from elsewhere. 

The practical use cases are straightforward. A fan can use the chatbot for informational prompts about favorite players and team updates, but the same tool also extends into venue utility by helping with stadium navigation, including directing users to the nearest restroom. That gives the AI function a dual role: part content assistant, part in-venue service layer. 

“Being a sports fan in 2026 is about personalization and there is an expectation for teams to create a more personal, more digital, and more connected experience and this app is a powerful example of how technology can deepen those connections at scale. By bringing PwC’s deep data, design, and generative AI expertise with the historic 49ers brand, we were able to create an experience that meets fans where they are—whether at Levi’s® Stadium or anywhere in the world.” – Tyson Cornell, PwC US Advisory Leader 

The launch also gives a clearer picture of how the 49ers are approaching AI inside their broader digital roadmap. Rather than presenting the chatbot as a standalone novelty, the club is placing it inside an app that already handles ticketing, parking, payments, and concessions redemption. The team said the app is intended to be an important tool as it continues transforming Levi’s Stadium into an “Intelligent Stadium.” 

“Based in Silicon Valley, we feel a deep responsibility to innovate and use technology to enhance our organization, stadium, and fan experience. Creating a new digital platform that is accessible to our fans around the world is something we’ve been working on for quite some time. PwC has played a crucial role in developing the new 49ers App and we are fortunate to have them on our team. We look forward to collectively raising the bar for global sports brands and reimagining how technology can transform fandom.” – Costa Kladianos, EVP & Head of Technology, San Francisco 49ers

The result is a more embedded use of AI than many early team chatbot launches. In this case, the assistant is tied not only to content discovery, but also to navigation, game-following, and the wider app ecosystem. For the 49ers, the app becomes both a fan platform and a live operating surface for how AI can support the digital and physical experience together. 

49ers Launch Innovative Mobile App with Support from Digital Consulting Partner PwC

The new 49ers App, developed with support from PwC, utilizes technology and community to transform the 49ers Faithful fan experience.

San Francisco 49ersCopied!