Over Half of Sports Fans Embrace AI & Gen AI for Personalized Content
Capgemini Research Institute’s new global study, “Beyond the game: The new era of AI-powered sports engagement”, uncovers a dramatic shift in how fans consume sports content. As of early July 2025, 54% of sports fans report relying on artificial intelligence (AI) or generative AI (Gen AI) platforms as their main source of information—surpassing traditional search engines—and 59% place trust in AI-generated content.
Fans are demanding centralized, personalized experiences. About 67% want a single aggregated platform offering news, stats, and social feeds in one place, while nearly 70% say they seek live player metrics and team performance data—especially around pre-match periods and halftime
The Rise of Personalization and Interactivity
64% of fans want AI to deliver updates tailored to their favorite teams and players.
63% are interested in virtual live-game competitions against pros.
58% yearn for interactive “what-if” replays that explore alternative match outcomes.
Over 27% are even open to paying a premium—around an 8% uplift—for such immersive, AI-driven experiences .
Capgemini highlights real-world examples like Tour de France fans customizing fantasy teams in real time or reevaluating race outcomes through AI-powered replays .
Balancing Tech with Experience
Despite the digital enthusiasm, fans remain cautious:
Nearly 60% worry that too much technology could diminish the excitement of attending live sports.
More than 50% believe overreliance on tech may harm overall enjoyment .
These findings affirm Capgemini’s conclusion: innovation must reinforce—not replace—the emotional, physical thrill of in-person sports .
Trust, Privacy & Misinformation Concerns
Two-thirds of respondents expressed apprehension over unverified AI content fueling harassment or defamation.
57% fear the spread of false information via Gen AI .
Gen Y and Z fans show significantly higher awareness and consent for data collection practices than Baby Boomers, where only 36–38% acknowledge understanding the data policies .
Smart Stadiums on the Rise
Stadiums are evolving into smart venues to match fan expectations:
Over half of attendees appreciate enhanced ticketing, scheduling, and real-time apps.
Facilities like facial recognition gates and internal wayfinding tech are gaining traction .
Expert Take
Pascal Brier, Capgemini’s Chief Innovation Officer, emphasizes that while AI can broaden fan engagement and data immersion, it must enrich—not overshadow—the authentic emotions of sport .
Looking Ahead
Surveying 12,017 fans in 11 countries during March–April 2025, Capgemini paints a clear picture: AI is reshaping sports fandom—but technology’s future success lies in amplifying, not replacing, the raw passion of the game .
For sports organizations, the challenge is twofold: innovate responsibly—ensuring privacy and accuracy—while nurturing the timeless thrill of live competition.
