AC Milan Runs Three AI Agents on Unified Fan Data
AC Milan is using three Salesforce-based AI agents for fan support, staff assistance and corporate hospitality, all drawing on unified fan data.
The club’s Salesforce-based setup covers fan support, staff assistance and corporate hospitality, while earlier marketing gains predate the agents.
AC Milan is using three AI agents to serve fans, assist employees and support corporate hospitality sales, with ticketing, retail and hospitality information brought together in Salesforce Data 360. Massimo Venneri, the club’s head of digital and CRM, described the deployment in a Sept. 23 interview with diginomica.
Mila, built on Salesforce Agentforce, handles fan support, customer care and subscription questions. It can recognize a supporter through a MyMilan login, explain ticket options and pass the context of a more complex conversation to a club employee. Venneri said roughly 60% of current season-ticket holders had interacted with Mila.
Service Copilot is designed for club staff. It brings together fan information to help employees resolve inquiries, identify issues and automate repeat tasks. Hospitality Advisor focuses on corporate hospitality inquiries and commercial opportunities, according to Venneri.
The three agents draw on the same fan-data foundation. Data 360 combines information from tickets, the store, hospitality, marketing and customer support, giving the club a more complete view of interactions across those businesses. Venneri said the shared architecture was a priority so the agents could work from the same underlying information.
“For us the future of fan engagement is not digital, it is agentic.” — Massimo Venneri, Head of Digital & CRM, AC Milan
The article also cites a marketing ROI increase of more than 40% and a 16% rise in ticket sales. Those are not reported results of the three-agent rollout: Salesforce published the figures in April 2024, attributing them to the club’s earlier use of Marketing Cloud, which began in 2020. The club has not disclosed a separate ROI or ticket-sales impact for Mila, Service Copilot or Hospitality Advisor.
Sarah Aryanpur
Nick Feldman
