Some stadium moments don’t make the highlight reels. The family is trying to figure out parking at the ticket window while speaking mostly Spanish. The teenager is the one who takes out her phone and asks for a brief response regarding the time gates open. Minor League Baseball took note of those instances. Apparently, they made the decision to take action.
More than 30 MiLB teams can now access a bilingual conversation platform thanks to the league’s recent partnership with Satisfi Labs, an AI-driven engagement company. It sounds like a press release at first glance. In actuality, it’s something more intriguing: for the first time, a professional sports league has developed a tool that responds to fans in real time, in both Spanish and English, without making them feel like an afterthought.
The platform, which answers inquiries about parking, tickets, gate times, and venue logistics, is located inside each team’s Facebook Messenger page. Its bilingual capability—not a cumbersome translation toggle, but a true dual-language system that recognizes where the conversation is and stays there—makes it more than just a chatbot. When a San Antonio fan writes in Spanish, they receive a Spanish response. That’s all. Direct and tidy. It may seem straightforward, but professional sports have taken longer than they should have to get there.
All of this is related to MiLB’s larger “Copa de la Diversión” initiative, a season-long series of events centered around the cultures and values of local Latino and Hispanic communities in the United States. It’s noteworthy that the Copa rollout has attracted sizable crowds in places like Albuquerque and San Antonio. Casual sports attendance is not well-known in these cities. This strategy is landing in some way. For the time being, the AI tool is only available to Copa teams, which makes sense as a test run before expanding to the entire league.
This is the first tool his company has developed that can function as effectively in Spanish as it can in English, according to Don White, CEO and co-founder of Satisfi Labs. It’s worth pausing to consider that. Satisfi has developed platforms for retail businesses, sports teams, and entertainment brands all over the nation; this is the first time it has attained that level. There is a sizable Hispanic population in the United States that spends a lot of money on entertainment. It’s possible that sports technology has just lagged behind.
MiLB’s Chief Marketing and Commercial Officer, David Wright, framed it around the fan journey—knowing not just who is in the seats but who might be if the experience felt more welcoming. Minor league baseball, which has always needed to be tougher and more community-focused than the majors, seems to be better suited for this kind of work. It can travel more quickly. It is able to take chances that a franchise worth billions of dollars might not.
It’s still unclear what will happen next. Going into the upcoming season, MiLB and Satisfi Labs have announced plans to fully expand the AI platform throughout the league. It’s unclear if it will expand into more platforms, languages, or levels of personalization. However, it’s difficult to ignore the fact that neither a new scoreboard nor a celebrity endorsement contributed to the most significant improvement in the fan experience in recent baseball history. It originated from an AI that genuinely said “hi” for the first time.
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