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This paper examines the role of artificial intelligence (AI) in marketing co-creation within the esports industry, focusing on audience engagement and value generation in the digital economy. AIdriven strategies—sentiment analysis, predictive analytics, and machine learning—enhance real-time interactions, personalized content delivery, and sponsorship optimization. Using case studies from the 2023 Asian Games and Western esports campaigns, this study highlights AI’s impact on engagement, content visibility, and ROI. Results indicate AI-powered fan interactions increased engagement by 20–34%, while predictive analytics improved sponsorship ROI by 30%. Despite its benefits, AI-driven co-creation raises ethical concerns, including data privacy, algorithmic bias, and content inequalities. To address these, we propose an AI-Driven Co-Creation Framework promoting transparency, fairness, and regulatory oversight.

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AI-Driven Marketing Co-Creation in Esports: A Digital Economy Perspective

  • 会议论文

  • 发表日期：

    2026年

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  • Kaoutar Moussafir,
  • Ihababdelbasset Annaki

摘要

This paper examines the role of artificial intelligence (AI) in marketing co-creation within the esports industry, focusing on audience engagement and value generation in the digital economy. AIdriven strategies—sentiment analysis, predictive analytics, and machine learning—enhance real-time interactions, personalized content delivery, and sponsorship optimization. Using case studies from the 2023 Asian Games and Western esports campaigns, this study highlights AI’s impact on engagement, content visibility, and ROI. Results indicate AI-powered fan interactions increased engagement by 20–34%, while predictive analytics improved sponsorship ROI by 30%. Despite its benefits, AI-driven co-creation raises ethical concerns, including data privacy, algorithmic bias, and content inequalities. To address these, we propose an AI-Driven Co-Creation Framework promoting transparency, fairness, and regulatory oversight.