TLDR: A new report from the Capgemini Research Institute indicates that over half (54%) of sports fans now rely on AI and generative AI tools as their main source for personalized content, surpassing traditional search engines. While fans embrace AI for tailored updates and aggregated information, concerns about data privacy and misinformation persist, alongside a desire to maintain the authenticity of live sports experiences.
Paris, France – A groundbreaking report by the Capgemini Research Institute, titled ‘Beyond the game: The new era of AI-powered sports engagement,’ reveals a significant shift in how sports fans consume content. Published on July 1, 2025, the study highlights that over half (54%) of sports enthusiasts now primarily use AI or generative AI tools for their sports information, outperforming traditional search engines.
The report, based on a survey of 12,017 fans across 11 countries conducted in March and April 2025, underscores the growing trust in AI-generated content, with 59% of fans expressing confidence in its reliability. A substantial 67% of fans desire a single, streamlined platform that aggregates all sports-related content from various sources, including websites, search engines, and social media.
Fans are increasingly seeking personalized and interactive experiences. Nearly 70% look for detailed statistics on teams, players, and playing conditions, particularly before matches and during breaks. Furthermore, 64% of fans want AI to deliver updates customized to their preferences, while 58% are keen on ‘what-if’ replay scenarios for matches. The demand for advanced AI-driven interactive experiences is so high that 27% of fans are willing to pay a premium for them.
Despite the enthusiasm for AI, the report also identifies a critical need for balance between technological innovation and the authentic thrill of live sports. Almost three out of five fans express concern that an overabundance of technology could diminish the excitement of attending events in person. Pascal Brier, Chief Innovation Officer at Capgemini, noted, ‘The real power of AI lies in its ability to deepen fans’ emotional connections by blending live data with immersive, interactive opportunities, while preserving the authenticity that makes sport unique.’
Concerns extend to data privacy and misinformation. The study found a notable lack of awareness regarding data privacy aspects of AI-powered tools, particularly among older demographics; only 38% of Baby Boomers, compared to about half of Gen Y and Gen Z fans, are aware of data collection practices and explicitly consent to storage. Moreover, two-thirds of fans are worried that the spread of unverified content on AI platforms could lead to increased targeting or harassment of athletes by disgruntled supporters, with 57% specifically concerned about false content.
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In response to evolving fan expectations, stadium operators are investing in smart technologies. Over half of attendees report that ticketing, scheduling, and real-time apps enhance their stadium experience, with facial recognition entry and digital navigation also being valued. This investment comes as fan attendance at live matches shows a modest resurgence, rising from 34% in 2023 to 37% in 2025, indicating that while digital engagement is paramount, the in-person experience remains vital.
