Over the past few years, artificial intelligence (AI) has begun moving from the sidelines to the center of the sports experience, rapidly reshaping how millions of sports fans engage with the games and the athletes they love. The data leaves no doubt: today’s fans, with the help of AI, are rewriting the playbook on participation, debate and belonging.
Fantasy leagues are at the heart of fan culture, with multiple generations participating in group chats to run statistics, debate MVP picks and replay classic moments using AI-driven “what-if” scenarios.
When I was younger, postgame debate meant meeting up with friends at the blacktop. But today, that debate can take place in group chats, with AI stats in hand, testing your squad’s knowledge in real time and potentially across continents.
What’s behind this change? Advanced technology, especially in automation and generative AI, now puts richer, more interactive sports content at fans’ fingertips. In fact, more than half of fans (54 percent) in a recent survey said they are turning to AI-driven platforms, rather than to old-school search engines, to get breaking stories and up-to-the-minute stats.
Nearly 67 percent of fans surveyed would like to have a hub they can use to see player metrics, social buzz and team updates. Customization is the baseline expectation: 64 percent of users said they look to AI to deliver news and highlights tailored to their interests. In addition, 58 percent of those surveyed want the ability to replay games with alternative outcomes, generated by AI. And nearly one in three Gen Z sports fans reported that they would pay extra for an AI- and VR-enhanced experience – proof that the bar for engagement only keeps rising.
As AI expands what’s possible, it’s our responsibility as sports industry professionals to harness its power so that it only amplifies what makes sports special and never automates away from the soul of what makes the business run: the passion of fans.
Today, every single aspect of sports is leveling up with the help of AI, including venues. From facial recognition that speeds up lines, augmented reality overlays that turn phones into game consoles, and multi-language AI commentary that welcomes fans in every language, venues are improving the fan experience in an effort to drive attendance, as audiences have more entertainment options than ever.
Despite the positive impacts of technology in the sports world, there are still warnings. Capgemini Research Institute found that nearly 60 percent of fans worry that too much tech could remove the passion and authenticity from live sport. The report contained multiple sections about misinformation or deepfakes and their potential for harm.
Trust must be the foundation. AI must filter hate speech, enable fact-checking and support fair play while also deploying predictive analytics that keep fans informed after every shot, every moment. And even as sports fans enjoy those benefits, we have to set boundaries to prevent technology from ever overshadowing the game.
Another factor that can’t be overlooked: Internet connectivity and access. If AI is going to supercharge the sports experience, then it must reach every fan, everywhere. Through partnerships with World Mobile, we’re helping to break down digital walls so that fans in underserved regions aren’t left out. Imagine a kid in a remote community drafting their fantasy team or livestreaming a Q&A with a sports hero thanks to affordable, reliable connectivity. The next LeBron, Serena or Messi could be a fan who comes from anywhere, and they deserve a front-row seat.
Ultimately, the magic of tech in sports is how it can bring us together. When a fan receives AI-powered highlights about their favorite player, or friends on opposite sides of the world build a fantasy league together, participation deepens. More than 60 percent of young fans crave this virtual connection and want updates that go far beyond the box score. From my experience as both an athlete and an entrepreneur, I’ve witnessed how these new forms of engagement create deeper community and real opportunity.
But absolutely nothing can replace the spontaneous, emotional moments of live sport: the thrill of an underdog win, the midnight debates, the inside jokes that last all season. That’s the soul of the game, and it’s worth protecting.
So let’s keep AI where it belongs: as the ultimate teammate. Let tech amplify, not replace, the raw humanity and drama that makes sports magical. Let’s make sure every breakthrough brings more fans onto the court and into the conversation. If we can do that, then the next chapter of sports won’t be only smarter and more global, but it’ll also be more human than ever before. And the soul of sports will only burn brighter.
Tristan Thompson is the co-founder and chief content officer at TracyAI, a sports broadcasting and analytics technology company. He played 13 years in the NBA after being the 4th overall pick in the 2011 NBA Draft by the Cleveland Cavaliers, winning a championship with that team alongside superstars LeBron James and Kyrie Irving in 2016.
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