What if we could fix the conference panel? You know the format—interesting people, good intentions, and about ninety percent of it forgotten by the time you reach the bar.

Chat_UP Live was held at FUSE headquarters in London. Rather than just another AI panel, we ran an experiment. Working with the team at TFG Labs, we built a custom AI co-pilot that captured the onstage conversation in real time, took in audience questions, and offered evidence-based responses that pushed the discussion in genuinely non-obvious directions. Think of it as a second brain for live events.

Did it work? Partly. Was it interesting? Very. This is test and learn in public—and we're sharing the results.

In this episode, you'll hear how we approached football club valuations with the system running behind us. If you want to interrogate the model yourself, there's a link in the Unofficial Partner Substack newsletter—but it won't be live forever.

Part two drops Friday, where we go deeper into the race to build the operating system for sports business.

A huge thank you to our friends and partners in this experiment, in particular the following people:

At FUSE: Helen Burford, Louise Johnson, Monica Conway, Zainab Zaman and Annabel Wilson, Lucy Basden Smith and Sean Betts.
At Twenty First Group: Blake Wooster, Andy Shora, Omar Choudhuri, Dan Zelezinski, Chris Woodcock and Conall Milligan.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
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UP528 Chat_UP Live - The Race to Build SportsbizGPT Pt1