Esports organisation 100 Thieves has announced a partnership with Theta Network to launch an artificial intelligence (AI) agent designed to integrate with its e-commerce platforms, community channels, and social media. The initiative will combine shopping features with esports and content updates for the organisation’s fans, in a system designed to link users to relevant social media content and streamline transactions through Shopify.
According to a press release, the AI tool will function as a personalised guide, allowing users to browse exclusive merchandise, check stock levels and sizing, and view background details on previous fashion collaborations. At the same time, fans will be able to access competitive updates, including tournament results, player highlights, and schedules for 100 Thieves teams in titles such as VALORANT and Call of Duty. The project is expected to launch later in 2025.
The integration with Shopify distinguishes the 100 Thieves project from similar AI chatbot activations launched by other esports organisations. Recent months have seen Theta Labs partner with Dignitas (Digi), Gen.G (Genrang.bot), Cloud9 (Nimbus), and esports media outlet Sheep Esports (Shepherd). While those tools are primarily focused on fan interaction and tournament support, 100 Thieves is positioning its agent with a stronger focus on e-commerce.
Julie Van, Chief Operating Officer at 100 Thieves, said: “We’re always exploring new ways to merge innovation and creativity to make the fan experience even better. Fans will be able to jump onto our site, ask the AI agent where to find an exclusive piece of apparel, and at the same time pull up the latest schedule from one of our teams, all in one interaction. By partnering with Theta Network, we’re building a smarter, more connected experience that brings every part of 100 Thieves to life in real time.”
Mitch Liu, Co-Founder and CEO of Theta Labs, commented: “100 Thieves has proven that esports organisations can transcend competition to become cultural powerhouses. Once up and running their new Shopify-integrated eCommerce AI agent, on Theta’s distributed infrastructure, will deliver live commerce data, real-time inventory, and to their passionate fanbase.”
