How do you personalise communication for fans, not customers – in a context where emotions run high and GenAI promises scale?

F.C. Copenhagen (FCK) doesn’t have customers – they have fans. And fans are emotional, vocal, and extremely loyal – but also sensitive to tone, timing and terminology. Join Rasmus Houlind from Agillic and Kristoffer Restofte Salomon from FCK in this interactive session, where they explore how FCK balances this emotional complexity with a modern, AI-supported approach to personalised fan communication.

The talk unveils how FCK moved from selling out season passes to now using GenAI and automation to help boost stadium attendance and drive digital subscriptions while maintaining a lean and efficient process. Expect a hands-on session with live voting on 2-4 proposed AI use cases – and real-life explanations of what works, what doesn’t, and why.

Learn when generative AI is a powerful enabler for personalisation and fan communication – and when it isn’t.

Discover how FCK uses content and data to deliver relevant fan experiences at scale.

Get inspired by a real-life example of how to personalise without compromising authenticity or emotional resonance.

Speakers