In a bold move that highlights the future of sports technology, St. Louis CITY SC announced the official launch of “Ace,” an agentic artificial intelligence tool designed to reshape the fan experience in Major League Soccer. The announcement, made on November 7, 2025, marks one of the most advanced implementations of AI in U.S. professional sports to date, reflecting the league’s broader commitment to leveraging emerging technologies to deepen audience engagement.
Ace is more than just a chatbot or static app feature. It is a fully integrated, ambient AI engine designed to assist both fans and club employees in real time, creating a seamless, personalized experience across match-day operations, digital content, and in-stadium services. Accessible through the club’s mobile app, Ace functions behind the scenes to anticipate user needs, offer real-time advice, and respond conversationally to questions or preferences. For example, it can help a fan find the quickest gate entry based on their seating location, suggest dining options tailored to dietary restrictions, or provide live updates on player stats and team news—all while adapting to real-time stadium conditions and fan behavior.
The AI engine also supports more than 18 languages, making it accessible to a diverse supporter base, and includes features designed to assist fans with disabilities. For instance, Ace can direct visually impaired attendees to the nearest accessible entrance or notify users of service disruptions that may affect their experience. According to the club, the system was built not only to inform but to make fans feel more connected, seen, and cared for.
The release of Ace comes at a time when digital transformation is accelerating rapidly within the sports world. While many clubs have already embraced data collection and fan analytics, the focus is now shifting from passive reporting to proactive, intelligent engagement. Ace represents this evolution. Rather than offering static content, it interprets and responds dynamically to each user’s unique context and preferences. This movement from generalized fan services to hyper-personalized interaction reflects a growing demand for tailored experiences across all areas of entertainment and sports.
The launch followed a soft debut that began in mid-October with a smaller group of users who frequently engage with the club’s mobile app. This allowed the developers to refine Ace’s performance, gather usage feedback, and enhance its machine-learning capabilities before expanding it to a wider audience. Now fully operational, Ace will be available to all fans starting with the club’s upcoming home matches, with plans to expand its capabilities in the months ahead.
Club leadership emphasized that Ace is not a one-time project but rather the foundation for a long-term strategic vision. St. Louis CITY SC sees AI as a critical tool for driving both fan satisfaction and operational efficiency. Internally, Ace will help staff anticipate crowd movements, optimize concession stand logistics, and analyze fan interactions to inform future decisions on merchandising, marketing, and game-day planning. In essence, the platform is expected to serve as both a customer-service representative and an operations consultant—working behind the scenes to fine-tune the entire match-day experience.
Industry analysts note that this kind of implementation goes beyond novelty and may set a new standard for sports franchises. By incorporating ambient, conversational AI into the core of their fan experience strategy, St. Louis CITY SC is positioning itself as a leader in the evolving digital landscape of professional sports. The launch also adds pressure on clubs in larger, more saturated markets—such as Los Angeles, New York, and Atlanta—to keep pace with innovations that directly impact fan loyalty and revenue.
However, challenges remain. A tool as ambitious as Ace requires a robust infrastructure capable of handling thousands of concurrent interactions, all while maintaining fast, accurate responses. Ensuring data privacy, securing user information, and complying with regulatory frameworks around AI and consumer data are also key considerations. Moreover, adoption will depend on fans finding clear value in the tool; it must prove useful, convenient, and trustworthy from the moment of first interaction.
Still, the potential upside is considerable. As fans become more accustomed to smart technologies in daily life—from voice assistants to recommendation engines—their expectations for live event experiences are rising. Sports teams that can meet those expectations in real time, and in a personalized manner, will likely earn not just fan attention but long-term loyalty.
St. Louis CITY SC’s unveiling of Ace may well be remembered as a milestone moment—not only for the club but for the broader sports industry. It signals a move away from static digital content and toward immersive, responsive technology that enhances the fan journey from arrival to final whistle. If successful, Ace could influence how clubs across sports leagues think about the intersection of technology, experience, and community. As sports increasingly compete with digital entertainment for attention and engagement, tools like Ace might just be the key to keeping fans actively involved, both in the stands and beyond.