Sports Organizations Expand Use of Artificial Intelligence
Despite fan pushback, professional and college sports teams are increasingly adopting AI for content production.
Updated on Oct. 27, 2026 in Artificial Intelligence
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As of October 2026, sports organizations are accelerating their adoption of AI for media and content creation, a trend expected to grow significantly. While some teams have pledged to use human-made graphics, many others continue to integrate automated tools into their daily operations.
Why it matters
The shift toward AI-generated content reflects a broad industry push for efficiency in digital storytelling and athlete promotion. However, this transition remains controversial among fans who prioritize human-led creative work.
A survey of 200 industry leaders found that 45% of professional organizations and 29% of college programs currently use AI for content. Additionally, 90% of pro and 88% of college respondents expect to increase AI usage over the next two to three years.
The players
Caitlin Clark
She is a prominent professional basketball player whose image was featured in an AI-altered post by the Indiana Fever.
Washington State University Athletics
This collegiate athletic department entered a multi-year partnership with the AI content company FanWord.
New Orleans Saints
This professional football organization publicly pledged in May 2026 to avoid using AI for graphics and illustrations.
St. Louis Blues
This professional hockey organization announced in April 2026 that its team graphics are created by human artists.
FanWord
This company provides AI-driven content generation services including game recaps, player bios, and feature stories.
The details
Organizations are leveraging AI to combine athlete images into graphics and generate automated web content, such as game recaps and player biographies. While Washington State University partnered with the AI content firm FanWord, teams like the New Orleans Saints and St. Louis Blues have publicly committed to maintaining human-produced creative work.
Timeline
In April 2026, the St. Louis Blues committed to using human-created graphics.
In May 2026, the Indiana Fever shared an AI-altered image of Caitlin Clark.
In May 2026, the New Orleans Saints pledged to avoid AI for illustrations.
In October 2026, Washington State University Athletics partnered with FanWord.
Within the next 2-3 years, 90% of pro organizations expect increased AI usage.
The Tech Race
The adoption of AI in sports media mirrors the broader technological shift toward automating repetitive creative workflows across the entertainment industry. This transition positions athletic departments to compete with traditional media outlets by scaling content output while replacing legacy manual production processes.
Fans can expect to encounter an increasing volume of automated sports media, including AI-generated game recaps and composite images on social platforms. This shift may change how users interact with official team channels as organizations prioritize rapid content delivery over human-authored narratives.
The takeaway
As sports organizations automate their media production, the divide between teams emphasizing human creative labor and those utilizing AI will likely become a key point of brand identity. Readers should note that while AI promises increased efficiency, it continues to face significant pushback from audiences sensitive to authenticity.
Further reading
For more on the current industry landscape, visit the Artificial Intelligence section.
Source note: This article includes information reported by Front Office Sports.
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Do you trust sports teams that use AI-generated content to represent their players and games?
