Paper Details

Name: Devendra Arora, Tanu Ahuja, Mahesh Kumar Sharma & Capt. Rajesh Trehan
Country: India

Year: 2026
Volume: Volume No: 13, Issue No: 1, Year: 2026
Page Number: 190-199
DOI: https://doi.org/10.5281/zenodo.20353784

ABSTRACT
The rapid integration of Artificial Intelligence (AI) across advertising, media, and sports
sponsorship industries has significantly transformed the nature of creative processes and workforce dynamics. This study explores the evolving relationship between AI-generated content and human creativity, with a particular focus on Human Resource (HR) challenges within the sports media and sponsorship ecosystem. While AI technologies such as generative AI, predictive analytics, and automation tools have enhanced efficiency, scalability, and personalization in content creation, they have also raised concerns regarding the displacement of creative roles, erosion of originality, and ethical implications.

The research adopts an exploratory and descriptive approach, combining theoretical insights with industry observations to examine whether AI replaces or augments human creativity. The findings indicate that AI functions primarily as a creative augmentor, supporting ideation and execution while lacking the emotional intelligence, contextual awareness, and originality inherent in human creativity. The study further identifies key HR challenges, including skill gaps, job insecurity, talent retention issues, and the need for new performance evaluation systems.

The paper concludes that the future of the sports media and sponsorship industry lies in a hybrid creative ecosystem, where AI enhances operational efficiency and human
professionals provide strategic direction and emotional depth. HR plays a pivotal role in
managing this transition through reskilling initiatives, organizational redesign, and ethical governance frameworks.

Keywords Artificial Intelligence, Human Creativity, Sports Sponsorship, Media Industry, HR
Challenges, Sports Marketing, AI in Advertising