Algorithms now shape the way we live, influencing what we watch, buy and support.
Sport and entertainment sit at the centre of this shift, as AI fuels meme culture, synthetic influencers, and personalised fan experiences. Yet audiences also seek balance, craving authentic, human-centred moments that technology can’t replicate.
MKTG’s AI Trends Report, based on dentsu Sports Analytics research, explores four areas of AI-driven change: content, influencers, fan engagement and analogue countertrends, offering practical guidance for brands to build stronger, more human connections in an AI-powered world.
Click here to download the MKTG AI Trends Report 2025
On 9 October, a special ESA Event with MKTG explored the findings of the research in detail, with an expert panel discussion on the issues raised. ESA Members can click here to watch a recording of the event.
