IBM has used generative AI, notably with its watsonx platform, to provide different features around Wimbledon and The Masters through automated commentary, insights or generated highlightsBen Jared/PGA TOUR via Getty Images
Sports fans’ collective appetite for data analytics only continues to grow. And now it’s not really a question of whether a sports team or league should invest in this offering or not -- but more so, how can the industry meet the growing want for higher-level statistics.
Further proof of that insatiable expectation came through
a recent study from IBM, with insights on those interested fans and how AI may help to reach them through personalized viewing experiences.
Research commissioned by the tech giant revealed that most sports fans -- more than 64% globally between the age range of 18 and 54 -- feel like data analytics will continue to improve the sports they consume. And they expect AI to play a big hand in that experience too.
Nearly two-thirds (63%) of fans in the study see data analytics as a positively impactful addition. And exactly half (50%) think that AI will continue to enhance the viewing experience, through real-time updates and more personalized content.
IBM has used generative AI, notably with its watsonx platform, to provide different features around Wimbledon and The Masters through automated commentary, insights or generated highlights. Most lately, IBM helped to create a “Catch Me Up” feature around Wimbledon that debuted with this year’s tournament, producing some
factual errors on player cards that drew attention on social media this week.
When it comes to the biggest area where the sports industry can better tap gen AI to bring to sports fans’ viewing experiences, look to real-time updates (34% of study respondents prioritized this) and personalized content (29%).
Not surprisingly, younger fans fitting in the 18-to-29 age range represent the bulk of AI-favoring fans -- 58% of that group believed the technology would be a boost. Also, the trick to capturing those younger fans may come through social media, spotlighting the importance of an AI-powered partner that can generate near-immediate highlights for sharing across channels.
Overall, 56% of total fans look to social media regularly for additional and more abbreviated sports content. The study was conducted in May by Morning Consult by polling more than 18,000 people in 10 countries via online survey.
