AI Takes the Lead as Over Half of Global Fans Personalise Sports Viewing

Artificial intelligence is rapidly becoming the driving force behind global sports engagement. A significant new report from the Capgemini Research Institute, Beyond the Game: The New Era of AI-Powered Sports Engagement, reveals that 54% of fans now rely on AI as their primary source for sports-related content, including match insights, team news and performance analysis.

The survey, which gathered responses from over 12,000 fans across 11 countries, shows that AI isn’t just an added feature, it’s now shaping the core fan experience. 67% of respondents said they want a single AI-powered platform that aggregates news, video content and real-time data. Meanwhile, 65% would like AI-generated personalised insights and commentary at halftime or during match previews.

The trend is particularly strong among younger audiences, with over 60% of Gen Z and Millennial fans already using generative AI to enhance their viewing experience. This includes tools that deliver ‘what-if’ scenarios, fantasy integration and interactive features like voting on key game moments.

Monetisation potential is clear: 27% of fans say they’d be willing to pay for enhanced digital experiences, such as real-time race views or custom live stats. In stadiums, fans are also embracing smart tech, with 52% saying AI has enhanced their live experience, citing mobile apps, dynamic ticketing, facial recognition and AI-enabled navigation.

Yet alongside this enthusiasm, concerns remain. 59% of fans fear AI could reduce the emotional value of live sport, replacing spontaneity with sanitised, over-curated experiences. 57% worry about misinformation generated by AI, while 60% believe AI could pose a threat to the traditional sports media ecosystem.

Data privacy is another fault line. While around 50% of Gen Z and Millennials understand how their data is collected and stored, only 36% of Baby Boomers report a similar level of awareness, highlighting a generational gap in digital literacy and trust.

These trends suggest a pivotal moment for sports rights-holders and broadcasters. The rise of AI is forcing organisations to rethink fan interaction, from content delivery and monetisation to ethics, trust and authenticity. The challenge is to embrace AI as a tool to augment human emotion, not automate it away.