Uploaded January 2026 | Updated September 2026, 1 week ago

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What happens when advertising stops talking at fans and starts talking with them? In this keynote, Pascal Haider, CEO of Cheeer, explores how AI-powered conversational ads are transforming the sports advertising landscape. Recorded at SiGMA Central Europe 2025 in Rome this past November, the session breaks down real-world results from live AI chatbot deployments during major sporting events. Pascal shares performance data, fan engagement insights and monetisation opportunities that show why conversational ads can outperform traditional digital formats.

Video chapters:
0:00- Introduction
1:50- AI engagement
2:15- Case study
3:05- Engagement stats
4:40- User behaviour insights
5:00- Conversational vs traditional
6:05- New ad formats
6:45- What's next?

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