A new study reveals how AI and generative AI (gen AI) are reshaping the global fan experience. As AI-powered tools become the primary gateway for sports content and data, fans still seek the thrill of authentic, in-person moments, therefore highlighting the need to strike a balance between the digital and physical worlds of sport.
These were the findings from a report released by The Capgemini Research Institute, “Beyond the game: The new era of AI-powered sports engagement”.
AI and gen AI power the next era of fan engagement
AI is redefining how fans interact with sports. Over half (54%) of them now use AI or gen AI tools as their main source of information with 59% trusting content generated by these technologies. From personalized match summaries to real-time highlights reels, fans increasingly expect AI and gen AI to aggregate all sports-related content – 67% want a single, streamlined platform where they can discover information aggregated from websites, search engines and social media.
However, personalization and interactivity are key to ensuring a genuine and authentic fan experience. While the report finds fans are returning to stadiums since the pandemic, with 37% already having attended live matches this year, AI is transforming how fans engage with sports overall. The technology is delivering tailored updates that enhance their experience of the game, with stats and facts about their favorite teams, fixtures, and players.
Indeed, 64% of fans want AI to provide updates customized to their preferences, a similar number want to compete against well-known players in a virtual space during live games, and 58% would like to replay matches using ‘what-if’ scenarios. Just over a quarter (27%) are even willing to pay a premium for these AI-driven, interactive experiences. For instance, Tour de France fans can now play and follow their Fantasy team in real time, vote and elect the most combative rider of the day or even experience the race from inside an official fans car.
“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,” explained Capgemini chief innovation officer and member of the group executive committee Pascal Brier. “As technology evolves, unlocking new ways for fans to curate their own unique experience, will be a blend of real-time data with immersive, interactive opportunities. The challenge is to ensure that these innovations deepen the emotional connections that make sport so powerful for passionate supporters, while preserving the authenticity and integrity that defines the spirit of the game.”
Balancing innovation with responsibility and the thrill of live sports
Sports fans today are hungry for data but the report shows their digital engagement peaks before matches and during breaks, rather than during the live play itself. Nearly 70% of fans want access to player metrics and live match data, using these insights to enrich their understanding when the action pauses. By meeting fans’ appetite for insights at these key moments, data enriches the overall viewing experience while keeping the thrill of live sports intact.
While digital innovation is widely embraced, nearly 60% of sports fans are concerned that too much technology could dampen the excitement of attending events, and over half fear it could diminish their overall enjoyment of the game or match. This highlights the importance of finding the right balance – leveraging technology to elevate the fan experience while preserving what makes live sports so uniquely compelling.
The report finds that there is a lack of awareness about data privacy aspects of AI-powered sports viewing tools.
For example, whereas about half of Gen Y and Gen Z fans are aware of the various kinds of data collected and explicitly consent to its storage, this is true for only 38% and 36% of baby boomers, respectively.
There are also concerns about misinformation, as two-thirds of fans admit being worried that the spread of unverified content on AI or gen AI platforms could increase the risk of athletes being targeted or harassed by disgruntled supporters. What’s more, 57% of fans are concerned about the generation of false content resulting in the spread of misinformation about players or sports teams.
Stadiums invest in tech to meet rising fan expectations
The report finds that stadium operators are investing in apps and smart technologies to create smoother, more immersive experiences for digital-native audiences. Over half of attendees say ticketing, scheduling, and real-time apps enhance their stadium experience, while facial recognition entry and digital navigation are also valued.
Key insights from the report include:
*Fan turnout at live matches in stadiums is resurgent, increasing from a reported 34% in 2023 to 37% in 2025. This trend is driven by Gen Z and millennials, who value immersive, tech-enhanced stadium experiences.
*Sports fans are embracing AI: Well over half (59%) now trust AI-generated content, and 54% have switched from Google to AI tools to access sports info. *One-quarter of fans are willing to pay around 8% more for AI-enhanced viewing experiences that provide real-time stats and predictive insights.
*Data-driven fandom is here: Around 70% of fans want to know player performance metrics and live conditions in real-time during matches – and this is leading to record-setting telecom data usage spikes during matches, especially during pre-match and break periods.
*Balancing innovation with authenticity: While a majority of fans now use AI and Gen AI tools, over half worry that excessive tech use could interfere with the authenticity and enjoyment of the live sports experience. There are also concerns about misinformation, which could potentially lead to aggression toward athletes, and about data privacy, especially among older fans.
