The Cincinnati Reds have selected Flexor’s AI Context Engine to help the organization turn unstructured information, including surveys, contracts, internal notes and baseball terminology, into data that can be used more effectively by artificial intelligence systems. The agreement will see the five-time World Series champions deploy Flexor’s technology on top of Databricks, the data and AI platform already used by the club to process player and game information. The Reds said the system will initially support several business functions, including post-game survey analysis, contract review and sales prospecting. The organization is also developing baseball-related applications that it has not disclosed. The move reflects a broader effort by professional sports teams to use AI not only for performance analysis, but also across commercial, legal and operational departments. According to the companies, workflows that previously required hours of manual work can now be completed in minutes. “Flexor turns unstructured data into AI-ready context we can deploy for endless use cases,” said Mickey Mentzer, senior director of baseball systems at the Cincinnati Reds.