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IBM finds sports fans increasingly want AI-powered engagement

Source Decision Insights Record Published August 17, 2025 Companies 1
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12th article in the last 90 days, one of 36 articles referencing IBM. Previous coverage: IBM and the USTA Introduced AI-Powered Experiences for US Open 2025 (Aug 2025).

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A recent global survey commissioned by IBM indicated a shift among sports fans towards integrating Artificial Intelligence (AI) into their viewing experiences. The study, which involved over 20,000 fans across 12 countries, found that 85% of participants recognized the value of AI in sports. More than half expressed a desire for AI-driven commentary and insights regarding past, current, and future events.

Fans increasingly utilized mobile sports apps, with 73% confirming their use for updates and engagement. The survey highlighted the importance of real-time game updates (35%) and personalized content (30%) as essential for enhancing fan interaction. Additionally, 51% of respondents turned to video highlights for engagement beyond live events.

As fan expectations evolve, 80% anticipate that technology, with AI at the forefront, will significantly influence how they consume sports by 2027. Kameryn Stanhouse, Vice President of Sports and Entertainment Partnerships at IBM, noted that fans are ready to embrace AI, directing their efforts to meet these demands across digital platforms.

Further findings show that 35% of fans plan to watch more live content over the next two years, reflecting a growing trend in sports consumption beyond traditional viewing methods.

Press release, provided by Cision on behalf of IBM. Read the original.

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