Immersive Sports Experiences: AR, AI & Live Events

Through this keynote, we will discover how live events and venues are transforming through the convergence of advanced technologies. From AI-powered personalization to immersive environments, drones, IoT, and Digital Twins, he will reveal how these innovations are redefining audience engagement across Media & Entertainment, covering sports, e-sports, and large-scale cultural events. Drawing on two decades of experience, Serrano will show how the next generation of hyperconnected experiences will revolutionize how fans interact, participate, and connect with cities and each other.