Brooklyn Sports & Entertainment (BSE) has launched its first internal AI Lab, an eight-week program designed to turn real business challenges into working AI solutions across the organization.

The initiative brought together 50 employees from across the company, with 14 teams developing AI-powered concepts spanning a wide range of functions. The program included workshops and coaching sessions throughout the process, giving participants support as they moved from early ideas to practical prototypes.

The projects ranged from near-term tools to more advanced concepts with broader enterprise potential. Areas explored included fan intelligence, marketing automation, hospitality forecasting, budget copilots, mentorship agents, and enterprise analytics platforms, touching nearly every part of the business.

The program concluded with a company-wide AI Lab Demo Day at Barclays Center, where teams presented their work in a science fair-style setting featuring live demonstrations, a People’s Choice vote, and judging by industry experts.

BSE also awarded winners across multiple levels of innovation, from foundational solutions to more advanced concepts, with prizes of up to $10,000 per team.

Rather than limiting AI experimentation to a small technical group, BSE used the lab format to involve employees across departments and connect AI exploration directly to operating challenges inside the business. The result was a more hands-on model for testing how AI can support decision-making, efficiency, and innovation across the organization.

The company positioned the AI Lab as an extension of its growth mindset and values-driven culture, with a focus on developing people, experimenting, learning, and improving. In practical terms, the initiative gave staff a chance to build something tangible while also helping the organization surface use cases that could shape future operations.

BSE framed the program as an early step rather than a finished project. After a first lab that combined education, experimentation, and working demos, the organization appears to be creating a foundation for broader AI adoption in the years ahead.