As fan attendance rebounds and digital engagement surges, sports organizations face a pivotal moment: how to harness technology to elevate the fan experience, without compromising the authenticity of the game.

Artificial Intelligence (AI) and Generative AI (Gen AI) are reshaping the sports industry, transforming how fans experience games both on and off the field. From personalized viewing options to smarter, more connected stadiums, these technologies are driving a new level of engagement. Sports organizations, broadcasters, and technology providers are increasingly adopting AI for sports and the use of AI in sports solutions to deliver experiences that are more tailored, interactive, and data-informed.

The latest report from the Capgemini Research Institute, Beyond the game: The new era of AI-powered sports engagement, explores how AI, Gen AI, and data-driven innovation are reshaping the way fans connect with sports – both in the stadium and on the screen.

The rise of AI-powered fan experiences

Generative AI is revolutionizing sports fan engagement by offering personalized and interactive experiences. Fans are no longer just passive viewers – they can access AI-driven highlights, real-time insights, and explore “what-if” scenarios for games.

Key features:

  • Instant AI-curated highlights based on favorite players, teams, or plays.
  • Alternate match outcomes and tactical analysis for deeper engagement.
  • Conversational AI assistants providing real-time statistics and game insights.
  • Personalized experiences that adapt to individual preferences.

While AI content may sometimes be inaccurate, over 27% of fans are willing to pay extra for these enhanced viewing experiences, highlighting the growing value of AI in sports.

Smart stadiums leading the way in fan engagement

While remote sports experiences are on the rise, stadiums are evolving with smart technology to enhance in-person attendance. Modern venues use IoT, AR, and AI to create immersive experiences beyond just watching the game.

Examples include:

  • AR apps that display live stats when fans point their phones at the field.
  • IoT-enabled services that reduce wait times for food, drinks, and restrooms.
  • AI-powered crowd management optimizing safety, seating, and entry flow.

These technologies are key to attracting fans back, blending the excitement of live sports with digital enhancements, and creating hybrid experiences that elevate fan engagement. 

Key risks of AI in sports

AI adoption in sports carries several challenges:

  • Misinformation: Generative AI can produce fake highlights or manipulated content, undermining trust.
  • Privacy concerns: Fans are cautious about how their personal data is collected and used.
  • Overshadowing athletes: Over-reliance on AI may shift focus away from players.

Responsible AI strategies emphasizing accuracy, transparency, and data protection are essential to maintain fan trust while delivering innovative experiences.

The future of sports engagement: AI and beyond

The next era of sports will blend AI, Gen AI, and smart technologies. Broadcasters, leagues, and stadium operators are exploring new ways to enhance fan engagement through interactive apps, immersive AR stadiums, and personalized content.

  • Generative AI for hyper-personalized live broadcasts.
  • AI-driven gamification to engage younger audiences.
  • Smart stadiums connecting physical and digital experiences.
  • Sustainable AI adoption focused on privacy and inclusivity.

By combining technology, creativity, and data, sports organizations can deepen fan engagement, foster loyalty, and unlock new revenue streams. AI is no longer optional – it is central to providing fans a richer, immersive, and personalized sports experience.

To discover how sports organizations can use technology to deepen fan loyalty and drive engagement, download Beyond the game: The new era of AI-powered sports engagement today.

Frequently asked questions about AI in sports:

AI personalizes fan experiences with tailored highlights, real-time stats, interactive replays, and predictive insights, increasing engagement, enjoyment, and interaction with teams and players both in-stadium and digitally.

Smart stadiums use AI, IoT, and AR to optimize crowd management, reduce wait times, provide live stats, and enhance hybrid physical-digital fan experiences, improving convenience, safety, and enjoyment.

AI enhances experiences but cannot replace human emotion and unpredictability in sports. Balancing innovation with authenticity ensures fans enjoy the excitement and spirit of live games.

AI risks include misinformation, privacy issues, and overshadowing athletes. Responsible strategies, including data protection and content verification, are essential to maintain trust and ensure safe fan engagement.

Future trends include hyper-personalized streams, AI gamification, connected smart stadiums, and privacy-focused AI adoption, delivering immersive, tailored, and engaging experiences for fans globally.