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AI-generated content is rapidly becoming a major threat to sports organizations and fans alike, according to a new study by AI risk management platform Alethea. The investigation reveals how sophisticated fake news—dubbed “AI slop”—is creating confusion, damaging reputations, and potentially manipulating betting markets across major sports leagues.
The problem has escalated to the point where prominent athletes are being forced to deny statements they never made. Retired NFL player Jason Kelce never criticized Bad Bunny’s critics as being “a bad fit for America’s future,” yet thousands believed he did. Similarly, San Francisco 49ers tight end George Kittle found himself denying a fabricated political rant about conservative activist Charlie Kirk that he never delivered.
“Teams and players are suddenly being accused of things that are completely fabricated,” Lisa Kaplan, founder and CEO of Alethea, told Reuters. “Content now looks real and is produced at a volume that makes it hard for the average person to determine if it’s authentic.”
The evolution of AI tools has transformed the fake news landscape dramatically. Where misinformation once required human effort to spread, today’s AI systems can effortlessly impersonate brands and create convincing images that mimic genuine announcements. These fabrications follow predictable patterns: fake game updates, nonexistent celebrity feuds, manufactured scandals, and politically charged quotes falsely attributed to star athletes.
C Shawn Eib, Alethea’s Head of Investigations, highlighted one common tactic: creating multiple contradictory announcements, such as claims that former Baltimore Ravens coach John Harbaugh had simultaneously been hired by several different teams.
“When a single figure appears to be linked with several teams at the same time, it quickly becomes clear that an AI system is behind the creation of these images,” Eib explained.
The problem extends far beyond reputation management. These networks siphon advertising revenue from legitimate sports media outlets and distort audience metrics. Some outbound links in these fake stories have been flagged for phishing attempts and malicious redirects, presenting tangible fraud risks to fans who engage with the content.
Alethea found that this isn’t limited to the NFL. Similar operations target the NBA, WNBA, MLB, NHL, NASCAR, Formula 1, IndyCar, and professional tennis, indicating the scope of the problem across the sports industry.
Sports provide a rare cultural touchpoint that unites diverse audiences, making them particularly attractive targets for influence operations. Kaplan referenced Russia’s alleged exploitation of Colin Kaepernick’s 2018 “Take a Knee” protest as a precedent. A 2019 Senate Intelligence Committee report revealed that Russian trolls had heavily focused on the kneeling debate to stoke racial tensions and division in the United States following the 2016 election.
“Kaepernick’s protests were exploited for a purpose that had nothing to do with sport. Instead, it’s a way of leveraging a cultural touchstone and turning it into something that polarizes people,” Kaplan explained.
The business implications for sports organizations are significant. Beyond reputational damage, these AI-generated falsehoods can create scenarios that potentially manipulate betting markets and undermine trust in sports institutions.
Kaila Ryan, Alethea’s VP of Communications, emphasized the broad risks: “If fans, players and even entire franchises fall prey to these manipulated narratives, it risks damaging reputations, undermining trust and even politicizing sport.”
Industry experts recommend a coordinated approach to combat this growing threat. Sports organizations should proactively monitor these risks and foster collaboration across communications, legal, and security teams. Educating fans about verifying announcements through official channels is also crucial.
For fans navigating this complex landscape, Kaplan offers straightforward advice: “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.”
As AI technology continues to advance, the battle against digital misinformation in sports will likely require increased vigilance from organizations, athletes, and fans alike.
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8 Comments
While AI brings many benefits, the potential for misuse in the form of ‘AI slop’ is clearly a rising threat. I’m curious to see what kinds of tools and processes the sports world develops to combat this growing problem.
Yes, the industry will likely need to invest in advanced AI and forensic analysis capabilities to stay ahead of the misinformation curve. Verifying content authenticity will be critical.
This highlights the dark side of AI’s capabilities. Automated generation of fake news could have far-reaching consequences, not just for sports but across many domains. Robust fact-checking and media literacy will be essential.
Interesting to see how AI-generated content is causing such issues for sports organizations. It really highlights the need for robust verification and fact-checking processes to combat the growing threat of misinformation.
This is a concerning trend. Fabricated content can do real damage to reputations and undermine trust in sports. I hope the industry can find effective ways to detect and counter these AI-powered disinformation campaigns.
It’s alarming to see how AI-powered misinformation can so easily manipulate public perception, even around major sports figures. Tackling this challenge will require innovative technological and educational solutions.
Agreed. Sports organizations will need to work closely with tech companies, media outlets, and the public to develop effective countermeasures against AI-generated fakery.
The speed and scale at which AI can churn out fake news is alarming. Sports teams and athletes will need to stay vigilant and quickly refute any false claims to protect their brands. This is a complex challenge without easy solutions.