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Premier League kicks off creative goal with Adobe AI-powered fandom
MUMBAI: It’s not just the players bringing flair to the pitch now, thanks to Adobe, the fans can too. In a landmark partnership announced at Adobe Summit London, Adobe and the Premier League have teamed up to supercharge the world’s most-watched football league with AI-driven digital experiences putting the power of creativity and personalisation directly in the hands of its 1.8 billion global fans.
With tools like Adobe Express and Firefly generative AI integrated into the League’s platforms, fans will soon be designing custom Fantasy Premier League kits, badges and standout social content with just a few prompts. Whether it’s editing matchday photos or crafting short-form highlight reels, Adobe is helping fans channel their inner creative midfielder.
For the 2025/26 season, Fantasy Premier League managers can personalise their team identities using Adobe Express, complete with exclusive Premier League templates and safe-to-use generative AI trained on licensed and public domain content. This marks the first time fans can visually express their support on such a bespoke level taking personal fandom to a whole new pitch.
But the partnership doesn’t stop at creativity. Using Adobe’s Experience Platform, Real-Time Customer Data Platform, and Journey Optimizer, the League can now send personalised notifications, geolocation-based updates, and even tailor fan experiences across web, app and email based on individual behaviours and preferences.
For example, Fantasy managers might receive instant updates on player performances or push notifications triggered when they enter a stadium. With Adobe’s AI agents, the League can generate on-brand content and marketing at scale, serve hyper-relevant video clips (say, just your favourite striker’s best goals), and analyse which content fosters deeper loyalty.
“Adobe AI is helping fans shape how they experience and share the drama of the Premier League,” said Adobe enterprise CMO Rachel Thornton. “Whether it’s Fantasy content or real-time alerts, we’re putting creativity in every supporter’s hands.”
Premier League chief commercial officer Will Brass added, “This partnership lets us truly tailor the experience for fans however they follow the game, wherever they are in the world.”
From tactical data to TikTok-ready content, the Premier League’s digital playbook is evolving and this time, the fans are writing the script.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
