FIELD.IO x IBM: AI Sports Club

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Year

2025

An experiential hub where sport unlocks AI, transforming complex ideas into cultural impact.

An ongoing collaboration with IBM across their most prominent sports partnerships, turning complex products into experiences people gravitate towards. Together, we explored something powerful — the same intelligence powering business transformation can feel surprisingly human.

Cultural Impact at Scale

At IBM Think 2025, AI Sports Club became the event's gravitational centre. What started as four distinct activations evolved into something more powerful — a destination where IBM's most sophisticated AI felt as accessible as your favourite game. Media coverage spanned sports, business + tech worlds, while audiences left understanding how AI could transform their reality.

Adaptive Intelligence

Using generative design + real-time Intelligence, the space becomes uniquely tailored—responding to how you engage, what captures your attention, where your curiosity leads. We design experiences that think, the activations demonstrate and adapt, revealing new deeply personal connections.

The Universal Principle

When you root complex technology in familiar experiences, people don't just learn — they lean in. They move from passive observers to active participants, discovering possibilities they never knew existed.

Four pathways into AI — different sports, different people, same moment of discovery.

We believe in technology as a tool to help us connect + find solutions that allow the future to feel tangible.

If you agree, then get in touch