148 FEATURE properly and making it findable turns it from something that you’re just paying to store into something you can license and reuse. You can ask far more detailed questions about content and audience, including where it was licensed, who’s watched it most, which country it connects with, which characters they like and which franchise it belongs to. You need that level of connection to get rich answers.” Crownshaw points to the example of personalised match insights delivered in the moment for the Premier League. “We see AI engines running on live data streams to determine whether the goal that was scored is good or bad for fans, depending on their preferred outcome,” he says. “The data is doing something a fan can feel, not just sitting in a back-office dashboard. That is fundamentally important.” “ We’re the platform, not the competition” Simon Crownshaw, Microsoft “ The data is doing something a fan can feel, not just sitting in a back-office dashboard”
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