Generative AI in fan engagement and personalisation: balancing sport business innovation with integrity

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The convergence of sport and technology is transforming fan engagement at an unprecedented pace, with generative AI leading the charge. As the Australian sports industry prepares for the Digital Sport Business Summit at Marvel Stadium on 29 April, clubs, leagues, and commercial partners are increasingly looking to AI-driven content and hyper-personalised marketing strategies to deepen fan relationships and enhance revenue streams. However, as AI tools personalise experiences and predict fan behaviours, concerns over data collection, surveillance, and the ethical implications of algorithmic influence are also growing. The key question remains: do AI-curated experiences genuinely enhance fan engagement, or do they erode autonomy by manipulating consumer behaviour in sports media?

Generative AI is reshaping the way sports content is created and distributed. AFL clubs like Collingwood and Richmond have begun leveraging AI to generate match previews, in-game highlights, and even AI-powered voiceovers to deliver automated commentary tailored to different audience segments. Cricket Australia’s digital arm is experimenting with AI-generated match reports and social media summaries on its Live app to provide fans with enhanced real-time updates and insights during matches.

Similarly, some of the Matildas, Australia’s beloved national female footballers, have used AI-powered content creation to provide behind-the-scenes storytelling, some of it dynamically adjusting based on individual fan preferences. During the FIFA Women’s World Cup, AI-generated video recaps and personalised messaging increased engagement levels, creating a deeper sense of connection between players and supporters. Such developments enable teams to maintain year-round engagement, even in the off-season, by delivering timely, relevant content tailored to each user’s behaviour and historical interactions.

Is hyper-personalised marketing a game changer or a slippery slope?

Hyper-personalised marketing - driven by machine learning algorithms - is redefining how sports organisations communicate with fans. By analysing vast amounts of consumer data, AI can predict what merchandise a fan is likely to purchase, which ticketing offers might entice them, and even the optimal time to send promotional messages. Several AFL and A-League clubs are already employing AI-driven customer relationship management (CRM) systems that craft personalised emails and push notifications, ensuring that the right message reaches the right fan at the right moment.

However, while these AI capabilities increase fan engagement and drive revenue, they also raise ethical concerns. Fans may unknowingly be nudged into spending more than intended, lured by AI-generated incentives that exploit behavioural patterns. This raises a fundamental question: at what point does personalisation become manipulation? The growing tension between delivering tailored experiences and respecting fan autonomy will undoubtedly be a key discussion point at the Digital Sport Business Summit.

Monetising data is the new sport business frontier

The commercial value of fan data has never been higher, and sports organisations are actively seeking ways to monetise it. AI-driven predictive analytics allow clubs to anticipate purchasing trends, adjust ticket pricing dynamically, and optimise sponsorship deals based on audience insights. Digital platforms of several global sports, for instance, harness AI to analyse streaming habits, enabling sponsors to deliver hyper-relevant advertising.

Similarly, the commercial partnerships of various European football clubs including Dutch powerhouse Feyenoord have been influenced by AI-driven audience segmentation, which ensures that brands align with the most engaged fan cohorts. The rise of generative AI tools in sport advertising is also changing the landscape, with brands using AI to create highly targeted campaigns that maximise return on investment.

Yet, with this power comes responsibility. Fans are becoming increasingly aware of how their data is used, and there is growing scrutiny over the ethics of data monetisation in sport. Transparency will be crucial for maintaining trust; clubs and governing bodies must ensure that data is collected responsibly and used to enhance - not exploit - the fan experience.

The impact on fan autonomy: enhancing or diminishing engagement?

A critical debate surrounding AI-driven engagement is whether these technologies truly empower fans or if they create a dependency on AI-curated experiences. When AFL teams deploy AI-powered chatbots to provide instant match updates, or when Cricket Australia’s streaming service suggests content based on viewing history, fans are given seamless, curated experiences. However, as AI’s role in content recommendation grows, there is a risk of limiting fan choice by reinforcing patterns rather than encouraging exploration.

Moreover, the reliance on AI for engagement could inadvertently homogenise the fan experience, reducing the diversity of perspectives in sports media. If an AI system decides what highlights a fan should see, it may filter out narratives that do not align with past preferences, creating an echo chamber effect. This issue is particularly relevant in women’s sport, where algorithms may inadvertently reinforce lower visibility compared to men’s sport if not properly designed to counterbalance existing biases.

The road ahead: ethical AI in sport

As generative AI and hyper-personalisation continue to shape the future of sports engagement, the industry must find a balance between innovation and ethical responsibility. AI should serve as a tool to enhance the fan experience without undermining autonomy or exploiting consumer behaviour. Governing bodies, clubs, and sponsors must ensure transparency in data usage, provide fans with the ability to control their engagement preferences, and establish ethical guidelines for AI-driven marketing.

I am excited that I will be chairing the Digital Sport Business Summit at Marvel Stadium on the 29th of April as it will provide a platform for these discussions, bringing together industry leaders, technologists, and policymakers to explore how AI can be harnessed responsibly. Whether AI is a force for deeper engagement or a mechanism for behavioural manipulation will depend on how the sports industry chooses to wield its power. One thing is certain: in the age of digital sport, fan trust will be as valuable as fan data.