Greenfly acquires AI provider Miro AI to enhance short-form content solutions
Greenfly has acquired Miro AI, an AI-powered content as a service (CaaS) platform that uses proprietary artificial intelligence and machine learning technologies to deliver rich analysis of sports content. The acquisition represents a significant milestone for Greenfly, solidifying its position as a leader in short-form digital media orchestration and emphasising its commitment to providing scalable enterprise solutions.
Greenfly works with sports leagues, teams and federations around the world, including MLB, PGA Tour, Bundesliga, ESPN, Real Madrid and the NHL, to power digital media asset collection, organisation and access. Sports organisations across the United States and Europe utilise Greenfly for real-time content capture at games and immediate distribution to players, media partners, broadcasters and the activation of sponsorship programmes across digital platforms. The integration of Miro’s AI technology will streamline the categorisation, organisation and deployment of this content at any scale.
Founded by Taylor Host in 2017, with co-founders Jamie Wilde & Evan Kroft, Miro AI has become the go-to AI solution for analysing sports photos and videos. Its technology extends beyond the fast and accurate identification of athletes, teams and brands to include analysis of the action and substance of scenes at scale. It can identify athletes even when faces are obscured by helmets and other objects.
Miro’s unique approach provides exclusive insights about any photo or video, isolating content, linking information to valuable demographic and brand data, and associating searchable keywords and captions to every asset. As a current customer of Miro AI, Greenfly has experienced firsthand the value of these AI-powered services.
“This strategic move is a watershed moment in our company’s journey. We recognised early on that AI is a central and core function to manage digital media at scale. Miro by far provides the richest AI analysis of sports content and is backed by the most talented engineers in the industry,” Greenfly CEO Daniel Kirschner said. “The future of the fan experience will be powered by AI curation. The integration of Miro’s AI technology into our platform is a foundational component of our ability to enable our partners to create immersive fan experiences and enhance sponsor and broadcast revenue.”
Miro AI CEO Evan Kroft said: “Taylor, Jamie and I have built a close-knit team that is relentless in its pursuit of creating the best artificial intelligence capabilities on the market. The integration of our team and technology with the world’s leading content orchestration platform is going to enable us to deliver even more innovative game-changing solutions for the sports industry. We’re excited to deliver more value to our existing portfolio of customers while collaborating with Greenfly to power the future of short-form content for the industry.”
Kroft will work directly with Kirschner and continue to oversee the Miro AI business. Greenfly CTO Marshall Greer will work directly with co-founder and CTO of Miro, Jamie Wilde, to integrate Miro’s top machine-learning talent into the Greenfly engineering team and infuse their proprietary tech into the core of Greenfly’s platform.
Greenfly will also take ownership of RunnerTag, an AI-powered athlete identification service used by sports photography firms, marathons and other endurance events. RunnerTag enables automated photo bib identification and participant tagging to provide instant access to event photos for every runner. The identification of clothing and footwear worn by participants is also a huge benefit for athletic brands.