As the Premier League returns, Virgin Media O2 has released research which reveals that two thirds (66 per cent) of Fantasy Football players will be turning to AI to gain an advantage this season.

Younger fantasy football managers are set to embrace AI the most, with 79 per cent of those aged 25 to 34 planning to use it this season. In contrast, only 35 per cent of players aged 65 and over say they’ll give it a try, preferring to rely on experience over algorithms.

The research finds that managers are lacking creativity, with 37 per cent admitting that they have used AI to help them pick a team name. However, many are going even further and plan to share managerial responsibilities with an algorithm: 34 per cent will use it to pick their starting eleven, 31 per cent to help it choose a captain, and 31 per cent to assist with transfer decisions.

It’s clear that those using AI to help them this season have a competitive streak, with more than four in ten (41 per cent) admitting they are doing so to improve their points total. Other managers obviously have busy lives and some simply can’t handle the pressure, with 40 per cent using the technology to save time and 34 per cent to reduce decision stress.

Despite the majority of Fantasy Football players (55 per cent) accepting that it’s a clever thing to do, many are not impressed with their rivals turning to technology and see it as controversial. Nearly two thirds (65 per cent) believe that it takes the fun out of the game and over half (57 per cent) perceive it as outright cheating.

Jeanie York, Chief Technology Officer at Virgin Media O2, commented: “Fantasy Football is no longer just about gut instinct, as many players are using AI to make smarter and faster decisions when it comes to their team. We have seen data completely transform many sports, such as baseball and Formula 1, so it is no surprise to see Fantasy Football players using it to gain an edge. This is another brilliant example of how digital habits are evolving and why we’re upgrading our networks to keep pace.”

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Categories: AI, Articles, Consumer Behaviour, Research

Tags: AI, fantasy football, premier league, Virgin Media