From generative to agentic: How agentic AI is changing the game

By Matt Stagg, media and entertainment innovation specialist.

For the last year, artificial intelligence (AI) in broadcasting has been synonymous with generative AI with its automated content creation, AI-generated commentary, and deepfake presenters. But that’s only half the story; the real shift in how AI will shape sports broadcasting is happening with agentic AI, which is AI that doesn’t just generate content but actively makes decisions, adapts in real time, and optimises workflows without human intervention.

This isn’t about replacing directors, editors, or production teams; it’s about enhancing their capabilities. AI is creating an intelligent layer of automation that improves production efficiency, opens up new creative possibilities, and unlocks new job opportunities rather than taking them away. The real gamechanger isn’t generative AI or agentic AI in isolation; it’s how they work together.

Generative AI: The content creator

Generative AI is already proving its worth in sports broadcasting. AI-driven highlight reels are being stitched together seconds after key moments happen. Match reports are automatically generated, and AI-powered avatars are delivering multilingual commentary. The ability to generate synthetic content at scale means broadcasters can serve more markets, faster, and at a lower cost.

It’s a game of volume: more clips, more analysis, more engagement. But while generative AI is great at creating, it doesn’t make decisions. It doesn’t know when to push that highlight to a fan’s phone or when to switch a viewer’s stream to a different camera angle. That’s where agentic AI comes in.

Agentic AI: The real time decision maker

Agentic AI goes beyond creation and into orchestration. Think about dynamic sports data visualization; as the game unfolds, an AI-driven system can analyse in-game stats and instantly generate real time overlays, showing audience-relevant insights without human intervention.

Or take AI-powered content distribution; systems that adjust stream quality based on network conditions, tailor camera angles based on viewer preferences, and automatically insert relevant sponsorship overlays.

The key is adaptability: Agentic AI reacts to what’s happening in real time, ensuring that content delivery is optimised for every fan, on every platform, in every moment.

What this means for jobs in broadcasting
The biggest misconception about AI in media is that it will replace jobs. The reality? AI is creating them. Generative and agentic AI aren’t about removing human roles, they’re about enhancing them.

Think about what happened with the shift from traditional editing to digital workflows. Automation didn’t eliminate editors; it gave them better tools and new creative possibilities. The same is happening now. AI is handling repetitive, time-consuming tasks, allowing human talent to focus on storytelling, strategic decisions, and higher-value creative work.

New roles are emerging, from AI content curators to broadcast automation specialists, ensuring that AI systems operate effectively and ethically. Instead of replacing production teams, AI is making smaller teams more powerful, allowing them to do more with less, which is critical as sports media continues to grow across digital platforms.

The Future: AI as an enabler, not a replacement

This isn’t just about making life easier for production teams. AI is unlocking new revenue streams. Automated ad placements mean brands get targeted exposure in real time, based on the action happening on the field. Hyper-personalised content drives deeper fan engagement and longer watch times. And smarter content distribution ensures that viewers get the best possible experience, whether they’re watching on a 4K home setup or a shaky mobile connection.

The challenge, of course, is trust. Generative AI brings concerns about misinformation; do we really want AI generating match reports without human oversight? Agentic AI raises questions of control; how much decision making should we really hand over to machines? The key will be building transparency into these systems, ensuring that AI enhances rather than replaces human creativity and editorial judgment.

The hybrid AI future

The future of AI in broadcasting isn’t about choosing between generative AI and agentic AI; it’s about leveraging both in tandem. Generative AI will create, while agentic AI will execute and optimise. Broadcasters who understand this balance and integrate AI strategically will be the ones leading the next wave of innovation in sports media.

The question isn’t if AI will transform sports broadcasting, as it already is. The real question is who will use it best.