Oct 2, 2026 · 39 min · 9 segments
Since its launch in 2010, On has grown from a Swiss running startup into one of the world's fastest-growing sportswear brands. The company generates more than CHF 3 billion in revenue, has nearly 100…
Sam CarpHost
Steve McCaskillHost
Um, no, I think the, the real theme this year was real tangible use cases, and maybe a look to what's ahead.
Um, we've, we've seen, like, this AI explosion with generative AI, and we're now shifting towards some real concrete examples of agentic AI, which is basically models that can s- take automated actions.
They can, you know, things like in customer service, create media, just becoming more powerful, um, tools.
So we're looking where things go next, where sport can benefit from these advances.
I mean, you know, we even had talk of a, a, a cloud migration today, which, um, you know, again, i- in my form- in my former life was, uh, as a, as a technology journalist was par for the course, but it was interesting just to have that level of technical detail in terms of where the industry is going and, and k- the kind of information that it, that it needs.
That's probably one of the most developed use cases, and we even had one session today introduced by a robot.
So yeah, it's all, it's all been, uh, uh, at times surreal but mostly informative, and I think, you know, the level of conversation has been really top tier.
I was about to say, uh, sometimes going into the, uh, exhibit zone was, uh, as terrifying as it was entertaining, uh, with, uh, some of the, some of the innovations on show there.
Well, I think I s- I think I walked in on you, dramatic pause, uh, speaking to an AI hologram [laughs] in the, uh, exhibition zone as well.
I was asking, I was asking how clued up it was about this event, and it turned out very.
I think the s- what stood out to me the most, obviously the third year, I believe, that we've done-
Um, and I think the conversations over the previous two years was very much around the, uh, the potential for fan engagement opportunities, putting the technology in the hands of your audiences.
Um, no, I think the, the real theme this year was real tangible use cases, and maybe a look to what's ahead.
Um, we've, we've seen, like, this AI explosion with generative AI, and we're now shifting towards some real concrete examples of agentic AI, which is basically models that can s- take automated actions.
They can, you know, things like in customer service, create media, just becoming more powerful, um, tools.
So we're looking where things go next, where sport can benefit from these advances.
I mean, you know, we even had talk of a, a, a cloud migration today, which, um, you know, again, i- in my form- in my former life was, uh, as a, as a technology journalist was par for the course, but it was interesting just to have that level of technical detail in terms of where the industry is going and, and k- the kind of information that it, that it needs.
That's probably one of the most developed use cases, and we even had one session today introduced by a robot.
So yeah, it's all, it's all been, uh, uh, at times surreal but mostly informative, and I think, you know, the level of conversation has been really top tier.
I was about to say, uh, sometimes going into the, uh, exhibit zone was, uh, as terrifying as it was entertaining, uh, with, uh, some of the, some of the innovations on show there.
Well, I think I s- I think I walked in on you, dramatic pause, uh, speaking to an AI hologram [laughs] in the, uh, exhibition zone as well.
I was asking, I was asking how clued up it was about this event, and it turned out very.
I think the s- what stood out to me the most, obviously the third year, I believe, that we've done-
Um, and I think the conversations over the previous two years was very much around the, uh, the potential for fan engagement opportunities, putting the technology in the hands of your audiences.
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