Blinky, Pinky, Inky and Clyde. For gamers of a certain vintage, these names are instantly recognisable as the ghosts in Pac-Man, the first truly global gaming phenomenon which hit arcades 45 years ago.

Each ghost had its own programmed behaviour; one chased relentlessly, another tried to ambush, a third added unpredictability, and the fourth retreated at random. Together, they created an experience that felt dynamic and alive.

For millions, this was their first brush with “AIˮ in action: code which didn't just follow set paths, but shaped human decisions in real time.

Fast forward to today, and like Pac-Man, we find ourselves in a similar maze - only the algorithms are no longer confined to arcade cabinets. They guide our newsfeeds, recommend our entertainment, shape our shopping habits, and increasingly influence our passions, from sport to wider cultural engagement.

(© Adobe Stock)

AI has woven itself into society, disrupting industries, redefining creativity, and reframing the ways people connect,

express themselves, and engage with brands.

In sport and entertainment, this impact is especially clear because these are spaces where passion, community, and identity live, making them uniquely sensitive to shifts in how people create, consume, and connect.

Meme culture spreads at lightning speed, synthetic influencers test the boundaries of authenticity, and personalised fan experiences are creating new forms of engagement. Yet, as with all cultural forces, a countertrend emerges - audiences crave analogue, tactile, human-centred experiences - moments that algorithms cannot replicate.

(© @miazelu, Instagram)

"AI is transforming industries, reshaping creative processes, and altering how people communicate and engage with brands." - Amar Singh, SVP Content & Creative, MKTG

This report, incorporating findings from a survey conducted by dentsu Sports Analytics (DSA) among consumers across the UK and representative of the population, is designed for brands and rights holders seeking to understand the shifting trends in fandom.

It explores four dimensions of AI-driven transformation: the explosion of content and memes, the rise of AI influencers alongside human talent, the evolution of fan engagement, and the resurgence of analogue experiences.

The report also offers practical recommendations for how organisations can incorporate these trends into their strategies to deepen fan connections, enhance loyalty, and stay ahead in an increasingly AI-driven landscape.

AI is no longer an abstract force; it shapes how we laugh, cheer, share, and belong.

Much like Blinky, Pinky, Inky and Clyde, algorithms chase us through a maze of our own making - challenging us, surprising us, and reminding brands and rights-holders that navigating the modern fan landscape requires strategy, creativity, and a human touch.

Want to dive deeper into the shifts shaping sport, entertainment, and culture? Check out our full AI Trends Report here: DOWNLOAD REPORT