Over half of sports fans are turning to AI or gen AI for more personalized content
Over half of sports fans are turning to Artificial Intelligence (AI) or Generative AI (GenAI) (gen AI) for more personalized content.
AI has surpassed traditional search engines as the primary source of sports information, with 67% of fans desiring all sports data consolidated in a single location. Digital insights are increasingly filling gaps in the live sports experience, as nearly 70% of fans seek statistics related to teams, players, and playing conditions before matches and during breaks.
Fan concerns about balancing technology and authenticity are notable, with almost three out of five fans worried that excessive technology could affect the thrill of live sports. The Capgemini Research Institute report, released on July 1, 2025, highlights how AI and gen AI are reshaping the global fan experience, indicating that while AI-powered tools serve as the main gateway for content, fans still value authentic in-person moments. This underscores the need for a balance between digital and physical engagement.
AI and gen AI are redefining the interaction between fans and sports, with 54% utilizing these tools as their main information source. Trust in AI-generated content stands at 59%. Fans express a desire for a streamlined platform that aggregates sports-related content, as 67% prefer accessing all relevant information in one place.
Personalization and interactivity are critical for maintaining a genuine fan experience. The report notes that 37% of fans have attended live matches this year, and AI is enhancing overall engagement. Fans increasingly receive personalized updates that feature statistics and facts about their favorite teams and players.
Furthermore, 64% want AI to deliver customized updates according to their preferences. Options for competing with well-known players in virtual environments during games and replaying matches with ‘what-if’ scenarios are also sought after, with 27% willing to pay for these interactive AI experiences.
Pascal Brier, Chief Innovation Officer at Capgemini, stated, “The true power of AI in sports, and especially gen AI, lies in its ability to transform how fans connect with the game, with athletes, and with each other. As technology evolves, unlocking new ways for fans to curate their unique experience will blend real-time data with immersive, interactive opportunities.”
The report indicates that sports fans are eager for data, particularly before matches and during breaks rather than during live action. A large proportion, nearly 70%, seeks player metrics and live match data, enhancing their understanding during these pauses.
Despite enthusiasm for digital innovation, there are significant concerns regarding technology potentially detracting from the live sports atmosphere. Nearly 60% of fans fear that excessive reliance on technology may diminish their overall enjoyment of games.
The report also uncovered issues with data privacy regarding AI-enabled sports viewing tools. While about half of younger fans consent to data collection, this is lower among older demographics. Additionally, two-thirds of fans express apprehension about the risks of misinformation and false content that could harm athletes or teams.
To address rising expectations, stadium operators are investing in apps and smart technologies to foster more engaging experiences for fans. Over half of attendees find that ticketing, scheduling, and real-time applications improve their stadium experiences.
Report methodology
The Capgemini Research Institute surveyed 12,017 sports fans across 11 countries in March and April 2025. The research explored fan behaviors, attitudes, and expectations surrounding AI, gen AI, and digital innovations in sports.