1 April 2026
“In order to be able to move the needle operationally, you need to be able to produce five reports every week.”
In our webinar on the benefits and drawbacks of GenAI in CX analytics, Relative Insight CRO James Cuthbertson outlined the difficulty that fan experience professionals face in driving improvements across different elements of the gameday experience.
James shared an example of how an individual analyst sitting in the middle of the organization is expected to support both leadership and operations. Their job? Turn thousands of pieces of unstructured fan feedback into insights that improve everything from parking to promotions — by the next home game.
This blog outlines the situation this analyst faces and how they can still create impact within the organization.
The challenge of the lone analyst
On paper, producing five reports in a week sounds possible. In reality, it’s relentless.
After every game and major event, a lone analyst barely has enough time to conduct a full analysis and write one all-encompassing reports — let alone five reports tailored to each operation division.
However, the reality is that each stakeholder needs a different story from the same dataset:
- Marketing wants tone and messaging insights
- Operations need specifics on parking flow
- Concessions want to understand frustrations around lines and food quality
- Security needs clarity on incidents
- Premium teams want to refine high-end experiences
In this scenario, the analyst creates reports that are “good enough” to be able to fulfill their obligations to each division.
The quick and ineffective solution
Without the time or tools to produce five tailored reports a week, the analyst will default to shortcuts. Increasingly, that means uploading fan feedback into GenAI tools like ChatGPT, Copilot or Claude and asking for summaries.
The outputs are invariably generic: “fans were pleased overall” or “some frustration with queues”. Useful at a glance and enough to satisfy stakeholders looking for some information, but it’s not enough to act on.
These “good enough” insights become much less helpful if leaders ask: “Where did this come from?” With the evidence hidden inside a probabilistic model, operational teams can’t act on these insights because they lack the specificity needed to make changes on the ground.
Parking teams don’t fix bottlenecks because they don’t know what’s actually wrong. Concessions can’t pinpoint why fans are frustrated with beer lines. Security doesn’t understand where friction or risk is emerging.
What’s even worse is that organizational leaders won’t see any value in the voice of fan function because it isn’t delivering insights that impact.
The shift to deterministic AI
This is where Relative Insight changes the dynamic.
Instead of asking an LLM to summarize, deterministic AI analyzes unstructured data with consistent, auditable metrics. It compares fan feedback – game by game – and surfaces the exact words, phrases and themes that differentiate experiences.
What this means is that the platforms fan feedback analysis outputs are consistent, explainable and segmented by audience. Each team (marketing, parking, concessions, security etc) gets specific, evidence-based insights they can act on.
Five reports a week becomes realistic because much of the process is automated. However, the use of deterministic AI also means each report is defensible. When leadership or other functions ask where the insight came from, there’s a clear answer.
A powerful analytics voice
As the analyst starts using a deterministic engine to produce fan experience insights, a pattern emerges.
Game after game, operational teams start making better decisions: parking improves, lines shorten, messaging sharpens. The fan experience becomes measurably bette because there’s trusted insight rather than more data.
The lone analyst is no longer firefighting — they’re driving impact.
GenAI can provide an excellent narrative. However, deterministic AI shows you the truth behind it.
Watch this and other examples of the use of deterministic AI in analytics by registering for our on-demand webinar now.
