[DigitalToday reporter Chi-gyu Hwang] Adobe said on Sept. 14 it will work with the National Football League (NFL) to build an AI-based content supply chain.

The NFL aims to transform the entire process, from large-scale content creation to personalisation and distribution, by working with Adobe.

The plan is to streamline content creation, localisation, management and global distribution. It aims to help marketers cut the time needed to create content from days to minutes or seconds and engage with fans in real time.

The NFL also introduced a zero-trust visibility model to support collaboration across the league, allowing each team to access only NFL-approved shared assets and its own content. Under the model, the 32 teams can maintain autonomy while separating information from rival teams and protecting intellectual property (IP), while collaborating on a shared platform.

Adobe CX Enterprise integrates applications, AI and workflows needed to coordinate all areas of customer experience, from content creation and audience intelligence to journeys and analytics. Based on that, the NFL can pursue a broad fan engagement strategy and turn insights from interactions with each team, channel and fan into personalised experiences for fans worldwide, Adobe explained.

Chi Ogbuehi (치 오그부에히), the NFL's vice president of marketing technology and consumer products, said, "Creating great NFL content is like leading a great NFL team. You need to watch the situation, learn and respond quickly." He said the real-time visibility secured through Adobe's AI-based content supply chain solution has laid the foundation for the NFL to make that happen, adding it is getting closer to its goal.