Central STL News

St. Louis CITY SC has introduced Ace, a new ambient AI engine designed specifically for its fans, aiming to provide personalized and real-time service before, during, and after matchdays. Developed in partnership with Major League Soccer (MLS), Ace is integrated across the club’s digital platforms and is accessible through the CITY app as well as internal club systems.

Ace began a soft launch on October 15, allowing frequent users of the CITY app to help refine its models by providing feedback through satisfaction surveys. The AI engine operates atop OpenAI’s infrastructure and is named in honor of Jack Taylor, founder of Enterprise Mobility and a prominent figure in St. Louis business history.

“Speed and personalization are central to our fan experience – inside and outside Energizer Park. Ace represents our first expression in ambient AI - technology that can fade into the background so our fans can get back to life or back to the action even faster,” said Matt Sebek, Chief Experience Officer at St. Louis CITY SC. “This is what next-generation fan experience looks like: proactive, inclusive, and deeply personalized.”

Ace functions as a multilingual digital assistant available via the CITY app. It was initially trained using common questions received by Guest Experience and Service teams at the club but will continue evolving based on ongoing fan interactions. The system leverages proprietary data from both the club and league along with real-time context to offer various services such as smart food recommendations tailored by dietary preferences and seat location, matchday guidance based on weather or parking needs, live statistics for games, news summaries, player trivia, video highlights, previews for upcoming matches, and instant answers regarding stadium policies or accessibility support.

The platform emphasizes accessibility features including ADA compliance and support for more than 18 languages such as Spanish, German, and Bosnian—aligning with the club's focus on inclusivity. Additionally, Ace can guide fans with different disabilities to various facilities at Energizer Park like sensory rooms or adult changing tables.

CITY SC partnered with organizations including MLS, SeatGeek (for ticketing data), Levy + E15 Group (food services), SkyTab Venue (point-of-sale solutions), Shift4 (payments processing), among others. These collaborations enable Ace to access a wide range of data points—from transaction histories across concessions to seating information—helping personalize recommendations such as pre-match meals near one’s section or optimal entry gates depending on ticket location.

“We have been thrilled to collaborate with STL CITY SC on the launch of Ace as they continue to be a great partner in driving digital engagement efforts across Major League Soccer,” said John Nicastro, Chief Technology Officer at Major League Soccer. “We see immersive experiences through generative and agentic AI as the next important trend in live professional sports, for both fans and for clubs and leagues around the world.”

The introduction of Ace follows other digital initiatives by St. Louis CITY SC; it was previously noted as being among the first MLS stadiums to implement frictionless markets while also operating fully ticketless and cashless transactions within their venue—measures intended to streamline fan movement during events. Currently over 30% of all food and retail sales are processed via the CITY app.

With this latest rollout powered by artificial intelligence integration into everyday fan experiences—including accessibility enhancements—St. Louis CITY SC aims to set new standards for engagement within global sports venues.