Augmented authenticity in athlete branding through human-AI co-production

Area of Science:

• Sport Marketing
• Digital Media Studies
• AI Ethics

Background:

• Generative AI and digital self-production are transforming athlete branding.
• Athletes are increasingly acting as digital producers and entrepreneurs, using AI for engagement and fan relationships.

Purpose of the Study:

• Introduce the concept of augmented authenticity in athlete identity co-creation.
• Develop a scenario-based framework to explore the evolution of augmented authenticity.
• Examine strategic, ethical, and governance implications of AI in athlete branding.

Main Methods:

• Conceptual paper drawing on sport marketing, influencer culture, AI ethics, and digital platform literature.
• Scenario-based framework development.
• Analysis of three future scenarios: human-led branding with AI support, algorithmic co-production, and synthetic substitution.

Main Results:

• Augmented authenticity involves co-creating athlete identity via human narrative and machine-generated content.
• Generative AI offers empowerment for underrepresented athletes but risks loss of narrative control and identity displacement.
• Current sport governance models are inadequate for these technological shifts.

Conclusions:

• Propose athlete-centered regulatory strategies to protect narrative sovereignty and psychological well-being.
• Highlight the need to address the philosophical implications of human identity in the platform age.
• Urge scholars, practitioners, and policymakers to engage with the future of athlete representation.