In 2024, American Century Investments (ACI) set out to redefine sports sponsorship at the American Century Championship—not just as a title sponsor but as an innovation leader blending technology, entertainment, and philanthropy. The goal? Captivate athletes, ignite fan engagement, and drive donations for the Stowers Institute through a one-of-a-kind, AI-powered experience.
Recognizing AI as the year’s most disruptive force, COFFEE Labs designed a futuristic showdown: The “Beat the Bot” Charity Challenge. ACI transformed a golf-club-testing robot into Charity Champ, an AI-powered golf challenger, daring tournament athletes to a closest-to-the-pin battle. More than just a contest, it was a tech spectacle, a comedy act, and a charitable mission rolled into one.
With stakes high—$500 to charity if the athlete won, a donation option if they lost—the activation gamified giving. But it didn’t stop there. Using real-time AI facial mapping, Charity Champ’s on-screen avatar came to life with expressive reactions and live banter, roasting players in real time thanks to a hidden comedian controlling the AI’s quips.
The result? A viral, must-see moment that blurred the line between sport, entertainment, and innovation, turning ACI into a social-first, tech-driven, and purpose-fueled brand.
ACI and COFFEE Labs didn’t just build an activation—they built a moment. A fusion of live entertainment, AI, sports, and philanthropy, the “Beat the Bot” Charity Challenge reimagined what brand activations could be.
Athletes arriving at the 7th hole were greeted by a high-tech battle: them versus Charity Champ, a robot originally designed for golf club testing—but now reprogrammed into an AI-powered competitor. The closest-to-the-pin challenge set the stage:
This gamification of giving created a high-energy, stakes-driven atmosphere, but COFFEE Labs pushed it even further. They humanized the AI, embedding advanced facial mapping technology into the bot’s avatar. A comedian, hidden 50 feet away, voiced the AI character in real-time, delivering witty, roast-style commentary based on each shot.
This unexpected layer of humor and personality turned a simple charity challenge into a show-stopping, laugh-out-loud experience. Athletes weren’t just participating—they were fully immersed in a moment of AI-driven entertainment.
Challenges & Overcoming Them:
This wasn’t just a golf challenge—it was a viral sensation, a tech-driven entertainment piece, and a philanthropic powerhouse.
The numbers speak for themselves:
But beyond the numbers, the cultural impact was undeniable. This activation wasn’t just another tournament moment—it became a talking point across sports, tech, and philanthropy.
With “Beat the Bot,” ACI didn’t just show up—they stole the show.
