Artificial intelligence is rapidly becoming the new interface between sports organizations and their fans—and the ATP is leaning into that shift. Infosys has announced the launch of Ally, an AI-powered chatbot designed to deepen fan engagement across men’s professional tennis, while also extending its long-standing partnership with the ATP through 2028.

The move underscores how digital platforms, data, and generative AI are reshaping the sports experience, turning passive spectators into active participants. For Infosys, it also reinforces a strategy it has been executing for over a decade: using enterprise-grade AI and analytics to power fan-facing experiences at global sporting institutions.

Ally: A New Front Door to the ATP’s Data Universe

Ally is built on Infosys Topaz, the company’s AI-first offering that leverages generative AI technologies. At its core, the chatbot acts as a conversational gateway to the ATP’s vast data ecosystem, providing real-time answers to questions around match statistics, tournament draws, schedules, head-to-head records, and historical performance.

Unlike basic sports chatbots that recycle surface-level facts, Ally is tightly integrated with the ATP Stats Centre, ensuring responses are grounded in verified, up-to-date data. Fans, journalists, players, and coaches can explore player comparisons, track performance trends, and surface context-rich insights through natural language conversations.

The experience is designed to be concise and intuitive, lowering the barrier for casual fans while still delivering depth for analysts and professionals who rely on accurate, granular data.

Built for Trust, Safety, and Scale

One of the growing concerns around generative AI—particularly in live sports contexts—is accuracy. Infosys and the ATP are positioning Ally as a controlled, enterprise-grade deployment rather than an open-ended experiment.

The chatbot includes multiple guardrails, such as content filtering, removal of personally identifiable information (PII), and contextual validation to detect and prevent misinformation or AI hallucinations. Continuous learning mechanisms allow Ally to refine its responses over time, adapting as new data, players, and tournaments enter the ecosystem.

This focus on governance reflects a broader trend in sports and media organizations: AI is no longer just about novelty, but about reliability, compliance, and brand trust.

A Decade-Long Digital Partnership Deepens

The Ally launch builds on a partnership that began in 2015, when Infosys became the ATP’s Digital Innovation Partner. Over the past ten years, Infosys has played a central role in shaping the ATP’s digital infrastructure, including the ATP app, ATP PlayerZone, and the ATP Stats Centre itself.

Extending the relationship through 2028 signals that the ATP sees AI and data as foundational—not experimental—to its future. As fan expectations evolve toward personalization, interactivity, and real-time insights, governing bodies are under pressure to modernize how they package and distribute information.

For Infosys, the ATP partnership also serves as a high-visibility showcase for its AI capabilities in a real-world, global environment—an approach the company has mirrored across other sports and entertainment properties.

Beyond Fan Engagement: Sustainability and Carbon Tracking

AI isn’t the only focus of the Infosys–ATP collaboration. In 2025, the partners rolled out Carbon Tracker 2.0, an updated version of the sustainability initiative launched in 2023 to help players measure and reduce travel-related emissions.

More than 300 players have used the tool, collectively tracking 2.3 million kilometers of travel and offsetting 585 tonnes of carbon in 2025 alone. The initiative reflects how data platforms originally built for performance analysis are increasingly being repurposed to address sustainability and operational efficiency—another growing priority across global sports organizations.

Why This Matters for Sports, Media, and MarTech

The launch of Ally highlights a larger shift at the intersection of sports, MarTech, and AI. Fans no longer want static stats pages or one-way broadcasts; they expect interactive, personalized experiences that mirror how they engage with digital products elsewhere.

By embedding AI directly into its data infrastructure, the ATP is effectively turning its statistics engine into a conversational product. That approach has implications beyond tennis, offering a blueprint for leagues, federations, and media companies looking to unlock more value from their data while strengthening fan loyalty.

It also reflects how enterprise AI platforms like Infosys Topaz are moving beyond back-office optimization into highly visible, consumer-facing roles—where accuracy, trust, and experience design are just as critical as technical performance.

Looking Ahead

As AI becomes more deeply woven into live sports, the differentiator won’t be whether organizations adopt it, but how responsibly and creatively they deploy it. With Ally, Infosys and the ATP are betting that conversational AI—backed by verified data and strong governance—can make tennis more accessible without sacrificing credibility.

For fans, it promises a more interactive way to follow the sport. For the industry, it’s another sign that AI-powered engagement is quickly becoming table stakes.

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