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 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.