The report notes that AI will transform the future of sports entertainment with immersive content, emotionally attuned messaging and hyper-personalised experiences that will deepen engagement and leave fans eager for more.
Abu Dhabi-based AI and cloud computing company, G42 has launched a new report on AI’s role in reshaping the sports industry. Titled ‘The Future of Sport and AI’, the report was launched at the ongoing Gitex 2024 and showcases the transformative potential of artificial intelligence in shaping the future of competitive sports. Developed in partnership by G42 and The Future Laboratory, the report examines how AI will redefine critical pillars of sport, including strategy, talent scouting, fan engagement, athlete health, and performance. As the report outlines, AI is set to become an indispensable tool across all levels of sport. According to industry forecasts, the sports AI market is expected to reach $30bn by 2032, with a staggering 30% annual growth rate. G42 believes the integration of advanced technologies like AI will revolutionise how athletes train, compete, and recover, as well as how fans engage with their favourite sports.
Speaking about the report, Peng Xiao, CEO of G42 said: “This report is a glimpse into how AI will revolutionise how we play and watch sports. At G42, we believe that the future of sport will be defined by the seamless integration of AI, enhancing not only athletic performance but also the way we engage with the global sports community. By harnessing the power of AI, we are enabling athletes, coaches, and fans to experience sports in ways never thought possible, pushing the boundaries of human potential.”
The report features contributions from leading experts from the worlds of sports and technology including New York Times Sports Correspondent Rory Smith, International Olympic Committee Chief Information and Technology Officer, Ilario Corna, University of Salzburg Senior Scientist, Dr Fabio Richlan, Professor of Machine Learning Jesse Davis, Sportsology Chief Intelligence Officer, Chris Brady, Sport Buff CEO and Founder, Benn Achilleas, Analog AI Founder, Alex Kipman, Presight CEO, Thomas Pramotedham and M42 Wellbeing Counsellor, Farah Hillou.
The report explores five key areas where AI will have the most profound impact: Strategy and Tactics, Talent, Engagement, Health and Performance, and Design. Whether it’s optimising team tactics through data-driven analysis, enhancing fan experiences with personalised content, or providing real-time health monitoring for athletes, AI is set to elevate every aspect of the sporting ecosystem.
The report notes that as AI becomes more emotionally intelligent, it will transform the audience experience across categories, particularly sport. With immersive content, emotionally attuned messaging
and hyper-personalised experiences, the future of sports entertainment will deepen engagement and leave fans eager for more. Moreover, audience consumption patterns are changing, with 77% of Gen Z and 75% of Millennials saying they prefer to watch sports outside of venues, compared to 53% of Baby Boomers and 32% among the over-70s.
Sport Buff, which works with leading sports broadcasters to increase interactivity throughout a match, describes in the report how important it is for today’s fans to feel part of the experience. Younger viewers don’t want to sit passively consuming the game. Sport Buff’s CEO and founder Benn Achilleas states: “This is where AI is stepping in to tailor content right down to an audience of one. Using AI, we can create polls in real time based on the live sports data. The AI can optimise and personalise that content for you, based on your personal interests: perhaps you like predictions or you prefer a quiz. Or it can focus on your favorite player. AI allows a personalised experience that you wouldn’t be able to achieve at a human level.”
When it comes to how generative AI can improve engagement, real-time updates (40%) and personalised content (36%) are top priorities for sports fans aged 18–29. It’s a level of personalisation that would require a staggering human workforce, and even then would be impossible without a delay. With AI, personalisation can occur in real time across markets, instantly translated into the relevant language. Content platforms such as Netflix currently provide recommendations based on preferences and past interactions. Generative AI is augmenting this format by analysing individual fan preferences and audience viewing to create highly personalised content.
The report further notes how AI is re-inventing the live experience for sports fans. Sensors on players and cameras around pitches and arenas provide up-close footage and real-time data capture. But advances in drone technology will elevate this experience to new heights in the future. Not all fans have the same interests, and this is where AI will be utilised to provide a personal viewing experience, attuned to each individual fan’s preferences. AI will customise the viewing experience by offering unique camera angles, personalised highlight reels and tailored commentary.
Companies like Mindfly have created AI-enabled vests with cameras attached to enable fans to experience a game from the point of view of any player. Fans will be unified watching the action, but each will have their own preferred lens on the play Drone technology is also advancing at pace to deliver eye-catching camera footage and keep fans on the edge of their seats.
The advance of technology, especially AI, deep learning algorithms, cloud and edge computing, and natural language processing, will provide fans with a sense of individual attention and intimacy, breaking the fourth wall to make them part of the action. “AI allows us to create a new asset and a new level of engagement with the audience, which would never have been possible before,’ explains Benn Achilleas. “From the generative side, we’re able to produce a vast amount of content, hyper-personalised for each specific audience – something positive for the fans.”
