SL Benfica: launch of an immersive online shop with an AI-generated multilingual assistant

News Tank Football - Paris - Initiative #401315 - Published on 11/06/25 at 16:00
©  SL Benfica
SL Benfica's online shop, with AI-generated virtual assistant - ©  SL Benfica

SL Benfica (Liga Portugal Betclic) have launched an immersive shop with an AI-generated multilingual conversational assistant in collaboration with US company Infinite Reality, announced the club on 11/06/2025.

"This immersive web experience allows fans to engage with the club's content and shop the latest merchandise, all with a dynamic, lifelike AI multilingual concierge that assists customers in real time, helping them find products inside a Benfica-branded 3D locker room," said the Portuguese club. This announcement comes three days ahead of the beginning of the FIFA Club World Cup 2025, in which Benfica are participating.

"The innovative experience raises the bar for digital fan engagement, launching at a time when 76% of Gen Z customers say they'd recommend brands that deliver standout online experiences," said the club.

To access SL Benfica's online shop, click here 

©  SL Benfica
SL Benfica's online shop, with AI-generated virtual assistant - ©  SL Benfica

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