# Tottenham deploys multilingual Ask Spurs support agent

_Published Thursday, October 15, 2026 at 4:07 AM EDT · AI, Products · Latest · Tier 2 — Notable_

Tottenham Hotspur has deployed Ask Spurs, an AI support agent on its website and club app, Salesforce announced. Built on Agentforce, it answers questions about tickets, memberships, retail and stadium events in eleven languages for logged-in fans and guests.

Salesforce says the agent resolves 20% of interactions alone and hands unresolved questions to the club's human support team. The deployment draws on a system combining over 4.6 million fan accounts across over 10 systems into SpursID profiles, using Salesforce Data 360 integrated with Snowflake.

## Sources

- [Salesforce](https://www.salesforce.com/news/press-releases/2026/10/15/tottenham-hotspur-becomes-agentic-enterprise-with-agentforce/)

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Canonical: https://techandbusiness.org/newswire/Z10EZO86_9SlnFeIyclmFo
Published: 2026-10-15T08:07:20.625Z
Story chronology: 2026-10-15T07:00:00.000Z
Retrieved: 2026-10-15T14:46:24.901Z
Publisher: Tech & Business (techandbusiness.org)