요약
Sports fandom is at its best when fans get to step inside the moment, not just watch it. That's the idea behind our latest activation at NBA Summer League in Las Vegas, where LiveX AI is turning every fan into a jersey designer.
주요 성과
The brief from the NBA
When we started scoping this project with the NBA, they gave us a clear brief. Summer League retail should feel less like browsing a table of pre-made shirts and more like a personalized moment fans actually want to be part of. They wanted an experience that let fans design their own apparel, see it on themselves in real time, snap a selfie, and move seamlessly into a purchase, with a shareable social layer on top. From engagement to personalization to purchase, the goal was to make a complete retail loop with physical AI.
Inside the Paint Shop activation
With that directive in mind, we built the experience as an extension of the NBA's The Paint Shop, an interactive fashion workshop that invites fans to act as custom hoodie designers rather than shoppers. Fans walk up to our 7-foot LiveX device, engage our life-sized AI agent, pick their team, choose their logos and patches, and watch a custom hoodie appear on themselves in real time.
The whole flow happens at the device. Fans pick their size, scan a QR code, and complete the purchase on their phone, all without stepping into a checkout line or a dressing room. That also frees up staff to focus on higher-touch fan moments and reclaims the floor space a traditional fitting room would require.
A win on both sides of the counter
The Summer League deployment introduces a completely new way to engage with sports apparel using physical AI, and it's a win on both sides of the counter. Fans walk away with a one-of-a-kind piece of memorabilia they helped design. Brands get a faster path from curiosity to conversion, right at the point of highest intent.
Beyond the value of immediate revenue generation, the setup also brings the advantages of eCommerce data capture into the physical world. Every design, size, team preference, and purchase becomes a signal brands can use to refine merchandising, retarget fans, and design better experiences the next time around.
Sharing the moment
There is clear potential to generate marketing value beyond the on-site experience. So we layered a custom selfie experience on top of the try-on flow, ensuring every fan leaves with a shareable memento of the moment. By prompting fans to post to social, each interaction becomes organic reach for the event and the brands involved.
It's a small addition with an outsized payoff. A single activation reaches the fans in the room, but the selfies travel with them, turning one afternoon at Summer League into weeks of social visibility across every feed.
Human-Like AI Tech Stack in the Physical World
LiveX AI's Physical AI Agents run on NVIDIA AI Enterprise, integrating multiple components across the inference and retrieval stack. Open NVIDIA Nemotron models handle core language understanding and generation, while NVIDIA NIM microservices provide containerized, optimized model serving for elastic cloud-based scaling. By deploying MoE structure on NIM containers on Google Kubernetes Engine (GKE), LiveX AI achieved 6.1x faster response generation compared to alternative inference platforms—a critical advantage when milliseconds matter.
For deployments with strict data residency or privacy requirements, on-premises NVIDIA Nemotron instances keep inference local. The retrieval layer uses NVIDIA Nemotron Embed and Rerank models, packaged as NVIDIA NIM microservices, to ground responses in domain-specific knowledge, reduce hallucinations, and improve contextual accuracy across venue-specific queries.
The entire stack is accelerated by NVIDIA RTX PRO 6000 Blackwell GPUs, providing the throughput and memory bandwidth needed to sustain concurrent multimodal inference at the latency targets live environments demand.
Having done physical AI deployments on NVIDIA's infrastructure with big moments for fans across the biggest fan experiences on the planet—from Super Bowl week to FIFA World Cup Fan Zones and now NBA Summer League—we've built a repeatable playbook for turning venues, stores, and events into interactive fan experiences. With NVIDIA technology, we're set up to keep scaling that playbook as the leading customer experience platform in the physical AI market. LiveX AI is a member of NVIDIA Inception, NVIDIA's program for startups at the cutting edge of AI.
The next frontier of fan experience
NBA Summer League is the latest chapter in a run of LiveX activations at marquee sports and entertainment moments, including fan zones of Super Bowl LX and World Cup festivities. Each one points at the same thing—physical AI has arrived as a practical, scalable solution for real-world customer engagement. As noted in the NVIDIA GTC 2026 keynote, the future of AI isn't confined to screens and chatbots—it's physical, embodied, and everywhere. From retail stores to airports, hospitals to stadiums, intelligent agents will become as ubiquitous as smartphones. NVIDIA technology is making that future real. And LiveX AI is bringing it to life—one interaction at a time.
If you're a team, league, venue, or brand thinking about how to bring your fans into the moment, let's talk about how physical AI can elevate your fan experience.
About LiveX AI
LiveX AI builds custom, multimodal AI agents that see, hear, chat, and show—delivering human-like customer experiences at scale. LiveX deploys AI holograms and digital avatars across physical venues and digital channels, powered by AI infrastructure. From the biggest stages in sports to the world's leading retail flagship stores, LiveX turns screens into high-intent engagement and conversion. Learn more at livex.ai.
