Live sport generates intense emotion and short attention spans, requiring PR to capture attention quickly and meaningfully. AI enhances communication through segmentation, real-time tailoring, and early detection of sentiment shifts on social channels, enabling faster, clearer crisis responses while demanding ethical, human oversight. Consistent values and tone across platforms build authenticity, with less polished content performing well when it feels genuine. Openness must be matched by repeated accountability to establish trust in skeptical audiences. Emotionally driven storytelling in sports connects fans to experience and serves as a strategic PR tactic to foster engagement and business growth.
"AI is already transforming how we communicate," she says. "From segmentation to real-time tailoring, it helps us reach people more meaningfully. In crisis moments, AI tools allow us to detect early sentiment shifts, especially on social. That gives us the chance to act faster, with more clarity. But it still needs a human lens. These tools must be used ethically and intentionally."
Balancing narrative control with authenticity is something many brands struggle with. Her take? "It comes down to consistency. Know your values. Know your tone. At DAZN, we make sure our voice is present across platforms, whether it's a YouTube clip or an influencer partnership. We don't script everything, because people respond to what feels genuine. Less polished is okay, if it stays true."
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