How the International Cricket Council brought fans closer to the game with AI

As digital behavior evolves, fans expect more than live scores and highlight clips. They want instant context, deeper insights, and interactive experiences that bring them closer to the game and its stars. Recognizing this shift, the ICC partnered with Nurix to launch a first-of-its-kind multimodal AI experience — integrating real-time match intelligence with conversational AI across chat and voice.

This initiative was built around a clear narrative:AI for everyone — bringing the game closer to fans, wherever they are.

The ICC deployed a Custom AI Avatar + Chat Agent, embedded directly into its tournament digital ecosystem. This AI experience enables fans to interact with live matches in entirely new ways.

Key capabilities included:

• Always-on AI Chat Agent (Tournament Companion):
  Embedded directly on the ICC website, the chat agent is live throughout the tournament. Fans can ask questions anytime about matches, players, formats, historical stats, standings, and rules — and receive instant, contextual answers.
• Post-match Voice AI Avatar Experience:
  After each match, fans can speak directly to an AI avatar for deeper analysis and discussion specific to that game.
• Scalable infrastructure for global audiences:
  The platform supports high fan engagement volumes across geographies and time zones.
  

Together, this created a continuous AI engagement layer — from pre-match curiosity to live-match questions to post-match analysis — transforming how fans interact with the ICC digital ecosystem.

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Within days of launch, the ICC x Nurix AI experience demonstrated significant adoption and engagement.