SPORTS AI RADARSeattle Mariners and PwC build AI platform to target 1.15 million fans and fill seats
Mariners Intelligence, built with PwC on Anthropic and Microsoft Azure, unifies 1.15 million fan records into 49 microsegments and recommends which fans to reach for each game. The club expects at least 10% ticket-sales growth year over year.
In depth · Summary of the source
The Seattle Mariners and PwC have built Mariners Intelligence, an AI platform that tells the club which fans to reach, when to reach them and with what message.
Key facts
- 1.15 million fan records unified from CRM, ticketing and engagement systems
- 49 fan microsegments, up from six; earlier surveys reached about 50,000 fans
- Three machine-learning models based on demographics, past engagement and propensity to engage
What was done
The platform was built with Claude Code and is powered by Anthropic, deployed on Microsoft Azure. AI agents analyse the models and generate ready-to-run campaign recommendations, for example which fans are most likely to attend a particular game on a given day and time, and draft the email or text copy. Revenue operations and marketing staff make the final call, and every recommendation includes a full decision trace.
Results
No measured results reported yet. The club expects at least 10% growth in ticket sales year over year and says work that took days or weeks is designed to take minutes. The source is PwC's own case study.
Why it matters
The club wants to move from periodic campaigns to game-by-game targeting, and plans to expand the platform to new audiences, concerts and other major events.
Source: PwC, 31 August 2026 (English) · Read the original
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Case facts
- Organisation
- Seattle Mariners
- Organisation type
- Club
- Sport
- Baseball
- AI type
- Predictive analytics
- Use area
- Ticketing & fan service
- Region
- North America
- Source date
- 31 August 2026
- Source
- pwc.com
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