WP_User Object ( [data] => stdClass Object ( ) [ID] => 0 [caps] => Array ( ) [cap_key] => [roles] => Array ( ) [allcaps] => Array ( ) [filter] => [site_id:WP_User:private] => 0 ) MeprUser Object ( [rec:protected] => stdClass Object ( [ID] => 0 [first_name] => [last_name] => [user_login] => [user_nicename] => [user_email] => [user_url] => [user_message] => [user_registered] => [user_activation_key] => [user_status] => [signup_notice_sent] => [display_name] => ) [attrs:protected] => Array ( ) [defaults:protected] => )
Back
Cricket Australia’s Damien Thompson on Prompt Engineering, One of AI’s ‘Unknown Unknowns’
Read Summary
Close
Strategic Business Initiatives Community Interviews

Cricket Australia’s Damien Thompson on Prompt Engineering, One of AI’s ‘Unknown Unknowns’

May 19, 2025 | 3 mins

When Cricket Australia deployed an AI solution to better engage fans, the organisation expected to eventually deal with some ‘unknown unknowns’ – risks and uncertainties that were unforeseen at the start.

Borrowing from the term made infamous by former US Defense Secretary, Donald Rumsfeld, Cricket Australia’s Head of Technology Strategy & Data, Damien Thompson, said the amount of effort that goes into prompt engineering was a significant unknown.

There were gaps around what AI would be able to do outside of the box, says Thompson.

“We were quite impressed with how quickly we could put our data in, interrogate it and have a conversation with generative AI. But, when you start to get into the nuance, it’s not an area where general answers are sufficient.

“Our fans are very specific, and you’ve got to be able to give them the right information, the right answer, the right way,” he…

You may also like

Strategic Business Initiatives Community Interviews Lack of Scope Control Causing IT Cost Blowouts: Brennan’s Dave Stevens
Strategic Business Initiatives Community Interviews ‘Eating Glass and Staring into the Abyss’: Grant de Leeuw on His Journey with DataMasque
Strategic Business Initiatives Community Interviews ACU’s Russell Parker Recalls His Best Multi-Vendor Engagement, Delves into Considerations Around AI in Education and ‘Humanising’ Technology

Research & Advisory
Client-Exclusive Content

Members of ADAPT’s Research & Advisory platform have access to an entire suite of local market research, case studies and resources to help them execute in their role.

Learn More Already a member?
ADAPT