AC Milan runs three live support agents; 60% of season ticket holders have used one
AC Milan runs three Agentforce agents on a unified data layer, but every performance figure is the club's own, unverified claim.
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AC Milan has three agents live: Mila for fan support, Service Copilot for employees, and Hospitality Advisor for corporate hospitality, all built on a unified Data 360 data layer.
Massimo Venneri, the club's Head of Digital & CRM, says around 60% of current season ticket holders have interacted with Mila, which now handles single-ticket inquiries and explains new ticketing options, transferring complex cases to human staff with full context.
The reported gains — marketing ROI up over 40%, ticket sales up 16% — are the club's own figures. The article appears on diginomica, whose author discloses Salesforce as a premier partner; none of it is independently verified.