As GenAI starts flooding every platform, I’m beginning to wonder if live sports are one of the last truly AI-resistant industries. You still can’t prompt a model to recreate the real tension of a 14–14 tie-break in a volleyball final and maybe you never will.
I read an interesting piece from NJF Holdings about this. Frankly speaking, I barely know who Nicole Junkermann is but she seems to be focused on AI infrastructure and sports rights in AI era. I agree with her, that the more polished and “perfect” AI-generated content becomes, the more valuable becomes true human unpredictability and even mistakes.
The basic idea is that sports become more valuable precisely because they can’t be generated.
Does that idea hold up, or do you think AI entertainment eventually becomes “good enough” to compete with the real thing?
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