Image Source: Angelica Medina
Key Takeaways
- Sports organisations are being urged to manage digital safety and educate fans on misinformation due to the rise of AI-generated fake content
- AI-generated misinformation can disrupt the traditional monetisation model of sports media and damage reputations
- Sports teams and players are being accused of things that are completely fabricated, with fake news often relying on AI tools to impersonate brands and create engaging images
- The problem is not limited to the NFL, with similar operations targeting the NBA, WNBA, MLB, NHL, NASCAR, Formula 1, IndyCar, and professional tennis
- Fans are advised to verify breaking news through official team channels, not click links in suspicious page comments, and remember that outrage is often the product, not the by-product, of what they’re seeing
Introduction to AI-Generated Misinformation
The rise of artificial intelligence (AI) has led to the creation of sophisticated digital misinformation, dubbed "AI slop," which is disrupting the sports media landscape. A study by AI risk management platform Alethea has warned sports teams, leagues, and fans of the risks posed by this type of misinformation. As Lisa Kaplan, founder and CEO of Alethea, noted, "Teams and players are suddenly being accused of things that are completely fabricated." This is a major concern, as it can damage reputations and undermine trust in the sports industry.
The Evolution of Fake News
The evolution of AI tools has made fake news a more daunting challenge. As Kaplan explained, "Content now looks real and is produced at a volume that makes it hard for the average person to determine if it’s authentic." Before, fake news often relied on human labour to repetitively copy and paste content. However, today, AI can impersonate brands and create engaging images that mimic genuine announcements. This has made it increasingly difficult for fans to distinguish between real and fake news. As Kaplan noted, "These networks drive engagement to questionable websites, skew advertising metrics, and can even create scenarios that could manipulate betting markets."
The Impact of AI Deception
The content generated by these AI networks follows a formula: fake game updates, nonexistent celebrity feuds, manufactured scandals, and politicised quotes falsely attributed to star players. For example, retired NFL player Jason Kelce never said that Bad Bunny’s critics were "a bad fit for America’s future," and San Francisco 49ers tight end George Kittle never ranted about slain conservative activist Charlie Kirk and politics in football. However, thousands of people believed they did, and that is the problem. As Alethea’s VP of Communications Kaila Ryan said, "If fans, players and even entire franchises fall prey to these manipulated narratives, it risks damaging reputations, undermining trust and even politicising sport."
The Business Impact of AI-Generated Misinformation
The business impact of AI-generated misinformation extends beyond reputational harm. These networks siphon ad revenue from legitimate sports media and distort audience metrics. Some outbound links have been flagged for phishing and malicious redirects, presenting real fraud risk to fans. As Kaplan noted, "Sports organisations need to proactively manage their brands and digital safety. It is crucial for teams and leagues to start monitoring these risks, work together across communications, legal and security teams, and educate fans to verify announcements from official channels." The problem is not limited to the NFL, with similar operations targeting the NBA, WNBA, MLB, NHL, NASCAR, Formula 1, IndyCar, and professional tennis.
The Importance of Vigilance
Fans are advised to be vigilant when consuming sports news online. As Kaplan noted, "Verify breaking news through official team channels, don’t click links in suspicious page comments and remember that outrage is often the product, not the by-product, of what you’re seeing." This is crucial, as AI-generated misinformation can have serious consequences, including damaging reputations and undermining trust in the sports industry. As Ryan noted, "Teams need to work in unison to defend their identities and protect their fans from falling victim to fraud or manipulation." By being vigilant and taking steps to verify information, fans can help to mitigate the risks posed by AI-generated misinformation.
Conclusion
In conclusion, the rise of AI-generated misinformation is a major concern for the sports industry. Sports organisations are being urged to manage digital safety and educate fans on misinformation to mitigate the risks posed by this type of content. As Kaplan noted, "Sport remains a rare cultural touchpoint that unites people, making them attractive targets for influence operations." By being aware of the risks and taking steps to verify information, fans can help to protect themselves and the sports industry from the dangers of AI-generated misinformation. As Ryan said, "Teams need to work in unison to defend their identities and protect their fans from falling victim to fraud or manipulation." By working together, the sports industry can help to create a safer and more trustworthy online environment for fans.
https://www.reuters.com/sports/global-sports-face-challenges-ai-slop-misinformation-2026-01-17/
