The Capgemini Research Institute has released a new report, “Beyond the Game: The New Era of AI-Powered Sports Engagement,” revealing that artificial intelligence and generative AI are transforming how fans engage with sports. According to the study, more than 54% of sports fans now rely on AI or generative AI tools as their primary source of information, with 59% expressing trust in AI-generated content.
Fans are increasingly drawn to features like personalized match summaries and real-time highlights. In fact, 67% of those surveyed want a unified platform aggregating sports content from websites, search engines, and social media. Meanwhile, 64% desire AI-generated updates tailored to their preferences, and 58% would like to replay matches using “what-if” scenarios. Additionally, 27% of fans are willing to pay extra for AI-powered interactive experiences, such as competing virtually against famous athletes or experiencing behind-the-scenes perspectives—like riding along in an official fan car during the Tour de France.
While AI is enhancing pre-match and in-game engagement, the report shows that digital activity peaks before matches and during breaks, when nearly 70% of fans seek access to player metrics and live data to deepen their understanding without detracting from the excitement of live play.
Despite these advancements, there are concerns that too much technology could undermine the thrill of live events. Nearly 60% of fans worry that excessive reliance on digital tools could dilute the live sports experience, and over half fear it might lessen their overall enjoyment.
The report also highlights a gap in data privacy awareness: only 38% of Gen X and 36% of baby boomers are aware of what data is collected and consent to its storage, compared to about half of Gen Y and Gen Z fans.
Concerns over misinformation also persist, with two-thirds of fans expressing fears that unverified content generated by AI could lead to athletes being targeted by upset supporters, and 57% worrying about false information spreading about players or teams.
To meet rising expectations, stadium operators are investing in technologies like smart apps, facial recognition entry, and digital navigation to improve the live experience. More than half of stadium attendees report that ticketing, scheduling, and real-time apps significantly enhance their enjoyment at sporting events.
