How is artificial intelligence changing the fan experience, and what does the future of sports engagement look like?

In this NYSE Live interview, Marissa Dacay, Global Vice President of Enterprise Marketing at Adobe, discusses the company's partnership with BWT Alpine Formula One Team and how artificial intelligence is helping transform sports marketing and fan engagement.

Kristen Scholer spoke with Dacay about AI-powered content creation, fan personalization, sports partnerships, digital experiences, generative AI, and evolving consumer behavior.

A significant portion of the discussion focuses on Adobe's strategy within the sports industry. Through partnerships with leading teams, leagues, and global brands, the company helps organizations create more meaningful and personalized relationships with fans.

The interview also explores Adobe's new role as the official AI fan experience partner of BWT Alpine Formula One Team. The collaboration leverages Adobe's technology platform to enhance content creation, audience engagement, and data-driven fan experiences.

Another major theme is personalization at scale. Sports organizations increasingly depend on data and AI tools to better understand fan interests and deliver tailored experiences across multiple channels.

The conversation further examines how AI is transforming content workflows. Adobe's technologies help organizations produce customized content more efficiently while supporting greater audience engagement and operational agility.

The interview also highlights changes in digital discovery. As consumers increasingly interact with brands through AI-powered search platforms and large language model experiences, businesses must adapt their strategies to remain visible and relevant.

Another key topic is fan participation. Today's audiences often want to do more than watch events unfold. They want to create, share, contribute, and become active participants in the communities surrounding their favorite teams and athletes.

The discussion also explores Adobe Express and its role in enabling user-generated content creation. These tools allow fans to design customized graphics, social media posts, and other digital content connected to teams, players, and events.

Additionally, Dacay discusses how generative AI is helping organizations foster stronger fan relationships by empowering users to actively tell their own stories and share their experiences across digital platforms.

The conversation further highlights the global appeal of Formula One and the opportunities for technology-driven fan engagement within one of the world's fastest-growing sports properties.

Another focus is the intersection of sports, technology, and business growth. Adobe believes enhanced digital experiences can drive stronger engagement, increase loyalty, and create new opportunities for brands and organizations.

Looking ahead, Dacay expects artificial intelligence, personalization, content innovation, and fan participation to remain central themes shaping the future of sports and entertainment experiences.

Throughout the discussion, Dacay shares perspectives on artificial intelligence, Formula One, sports marketing, customer experience, fan engagement, content creation, digital transformation, personalization, generative AI, and business growth.

Disclaimer: Informational content only. NYSE does not endorse or recommend investments, strategies, companies, products, or services discussed.

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