AI
A new survey by Front Office Sports and Teamworks of more than 200 sports industry leaders found that 40% of organizations already use AI for content or media production, with another 24% planning to start within a year. Adoption is higher among pro teams (45%) than in college sports (29%), and around nine in ten respondents expect AI use to grow over the next two to three years.
The push comes amid visible fan resistance. Caitlin Clark criticized the Indiana Fever for an AI-altered Instagram image, Washington State faced criticism over an AI web-content deal with FanWord, and AI graphics at Dodger Stadium and Citi Field drew complaints. Meanwhile, the New Orleans Saints and St. Louis Blues publicly promised their graphics are made by people, not AI.
For social teams, the lesson is to use AI where fans won't notice or mind, such as analysis, planning and audience insights, while keeping fan-facing visuals human-made and carefully checked. Some clubs are even turning a no-AI stance into a brand message. Any AI-assisted asset needs a strict quality review, since a single distorted image of a star player can become the story.
