The impact of this AI-generated content goes far beyond damaging players' reputations.

Illustrative image created by AI

AI-powered misinformation threatens global sports.

A study by AI risk management platform Alithia on the rise of AI-generated fake content, dubbed "AI slop," has warned sports teams, leagues, and fans about the dangers posed by increasingly sophisticated digital disinformation.

Retired NFL quarterback Jason Kelsey never said that critics of Super Bowl halftime show performer Bad Bunny were "unfit for America's future." Similarly, former San Francisco 49ers quarterback George Keitel never jumped on the bandwagon of slain conservative activist Charlie Kirk and the politics of football, according to Reuters. Yet thousands of people believed it, and that's the problem.

“Teams and players are suddenly being accused of completely fabricated things,” Lisa Caplan, founder and CEO of Alithea, told Reuters on Friday, adding that the development of artificial intelligence tools has made fake news an even greater challenge.

“The content now looks real and is being produced in such large quantities that it’s difficult for the average person to determine whether it’s genuine or not,” she said. “Previously, fake news often relied on human intervention to repeatedly copy and paste content. Today, AI can impersonate brands and create compelling images that mimic real advertisements.”

Caplan noted that this wave of AI-generated misinformation has disrupted the traditional profit model of sports media, adding that these networks drive engagement to dubious websites, distort advertising metrics, and can even create scenarios that could impact betting markets.

Sean Eap, head of investigations at Aletheia, described how these networks use tactics such as releasing multiple, conflicting announcements, like the contradictory claims that former Baltimore Ravens coach John Harbaugh was being hired by several teams simultaneously. Eap added, "When one person appears to be linked to multiple teams at the same time, it quickly becomes clear that an AI system is responsible for creating these images."

AI-powered deception exploits anger.

The content follows a specific formula: fake game updates, nonexistent celebrity feuds, fabricated scandals, and political quotes falsely attributed to famous players. The fabricated statements attributed to Kelsey and Kittel are a prime example. Both NFL stars publicly denied making the statements they never made after the posts went viral.

“If fans, players, and even entire clubs fall prey to these misleading narratives, it puts their reputations at risk, undermines trust, and even politicizes the sport,” said Kayla Ryan, vice president of communications at Alithia.

The commercial impact goes beyond reputational damage. These networks siphon advertising revenue from legitimate sports media and distort audience metrics. Some of the external links have been reported as phishing attempts and malicious redirection options, posing a real risk of scamming fans.

The problem isn’t limited to the NFL. Alithia has uncovered similar operations targeting the NBA, WNBA, MLB, NHL, NASCAR, Formula 1, IndyCar, and professional tennis.

“Sports, besides being a revenue-generating tool, remain a rare cultural crossroads that unites people, making them attractive targets for influence operations,” Kaplan said.

She added: "Teams need to work together to protect their identity and safeguard their fans from falling prey to fraud or manipulation," noting that the best advice for fans is to be vigilant. She said: "Check breaking news through the team's official channels, don't click on links in comments on suspicious pages, and remember that anger is often the product itself, not a byproduct of what you see."