Agentic AI Sports Innovation

We harness Agentic AI to address the most pressing challenges in the sports industry, from shielding athletes against online abuse to enabling smarter decisions with advanced analytics. Sport, with its unique intensity of emotion, teaches us how people react, connect, and care. We channel these insights into creating AI agents that understand and respond to human emotions, forming an agentic mesh that more deeply comprehends fan and customer bases. This helps optimise decision-making, reduce abuse and negativity, and unlock new insights to elevate both on and off-pitch experiences.

GuardianAI: Agentic AI Safeguarding Athletes from Online Abuse 🛡️

At SentientSports, we’re redefining athlete protection with GuardianAI — our cutting-edge Agentic AI solution purpose-built to combat online abuse in sport. GuardianAI leverages Agentic AI for real-time threat detection and generative AI for intelligent, adaptive response strategies. By actively detecting, tracking, and neutralising abuse before it escalates, GuardianAI empowers clubs, leagues, and rights holders to stay ahead of the problem. Our advanced AI models move beyond basic moderation, delivering actionable insights and automated interventions that safeguard athletes, protect brand reputation, and foster a safer digital environment for sport. We’re leading the way in sports technology and player welfare, ensuring the future of sport is both intelligent and secure.

GuardianAI uses AI-driven agents to protect individual athletes by learning the specific types of abuse they are most likely to face. By integrating sporting context and real-time performance data, it can predict, interpret, and respond to abuse more effectively. This context-aware intelligence ensures that interventions are not only reactive but also proactively tailored to the unique pressures athletes face on and off the field.
We build Agentic AI agents that learn from and understand human emotions, feeding these insights back to our users. This creates more personalised and engaging experiences, harnessing the emotional power of sport to connect fans, players, and brands like never before.
We monitor athlete well-being by identifying early warning signs of mental health risks. Using advanced AI, it tracks spikes in online abuse, negative sentiment, and surges in media attention or pressure, flagging players who may be at risk. This enables clubs and organisations to take proactive action, provide support, and safeguard player welfare before issues escalate.
When abuse is detected, GuardianAI takes immediate action to neutralise threats. Reports are automatically sent to social media platforms, while custom countermeasures can be deployed instantly or through a human-in-the-loop system. These include network analysis to ban offenders from stadiums, official responses to expose abuse, legal takedown notices, and forensic data logs for law enforcement. By ensuring swift and decisive intervention, GuardianAI helps organisations protect athletes and uphold accountability.