Driving fan engagement

AI is leveraged by sports channels, video games to elevate fan engagement, one innovation at a time

- SREYA DEB

WHEN IN 2024 Australian cricketer Steve Smith appeared on Star Sports during the Indian Premier League season speaking in Hindi and Tamil, with a little switch at the bottom of the screen indicating that the AI translator was on — sports fans and netizens went wild on Instagram and X. Endless comments and appreciation pooled in for the AI translation feature, as Smith in front of the camera spoke in perfect Hindi with none of the Australian accent.

The experience for sports enthusiasts has seen a massive enhancement, with the integration of artificial intelligence into fan engagement. From team scouting and recruitment to game analysis, AI is now an integral part of professional sports across the board. Alongside the athletes and those in the sector, however, AI is amplifying the sports watching experience for viewers as well.

In a recent global study done by Capgemini surveying 12,017 sports fans across 11 countries namely, Australia, Brazil, Canada, France, Germany, Italy, Japan, Spain, Sweden, the UK, and the US — 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.