Ear to the Ground joins forces with University of Salford to advance Fan_Intelligence®_AI

Ear to the Ground,  sports, gaming, and entertainment agency, has agreed a strategic partnership with the University of Salford to enhance its Fan_Intelligence®_AI, platform. The collaboration, led by Professor Mo Saraee, will bring together AI research and real-world fan insights  with the aim of creating a tool that will transform how brands engage with fans.

For over a decade, Ear to the Ground has invested in building a global network of 11,000 culturally influential sports, gaming, and entertainment fans. This network forms the foundation of Fan Intelligence®. Ongoing conversations with these fans will fuel the data behind Fan_Intelligence®_AI.

With a 14-week research and development phase, the partnership will focus on refining AI-driven data analysis, enhancing fan trend predictions, and integrating next-generation automation aiming to deliver deeper, faster, and more actionable insights.

The integration of advanced AI capabilities into Fan_Intelligence®_AI,  will enable brands, according to Ear To The Ground, to: gain instant fan insights, AI-powered real-time analysis of thousands of conversations happening across sports, gaming, and entertainment, unlock deeper cultural relevance, predict emerging trends before they hit the mainstream, ensuring brands stay ahead of the curve and de-risk marketing investments and test creative concepts and forecast fan response before campaigns go live, reducing wasted marketing spend.

Professor Mo Saraee, Head of Computer Science & Software Engineering at the University of Salford, commented:n “This collaboration represents the perfect intersection of academia and industry. By combining our AI expertise with Ear to the Ground’s deep understanding of fan culture, we are developing a truly intelligent platform that will redefine how brands connect with fans.”

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