One initiative that brilliantly captures this is My Blue Thoughts by Lauv. The US recording artist advocates for mental-health awareness, and uses his global platform to initiate conversations and provide support. The project began as a simple box at concerts, where fans could anonymously share their thoughts and feelings.

It has since evolved into a fully-fledged AI-powered platform developed in partnership with Microsoft. This platform allows users from around the world to express their emotions, share personal stories and interact with others who are going through similar experiences. In short: it lets them know they’re not alone.

Interaction and engagement

Fashion designer Priya Ahluwalia recently explored the gap between technology and sustainability, launching Circulate - an initiative aimed at driving environmental change through AI technology.

Circulate allows anyone to contribute to Ahluwalia’s collection. Audiences can donate used clothing through the app. AI technology then analyses each garment - based on colour, fabric type, style and condition. This detail assists the Ahluwalia team in understanding the potential applications for each donated item, optimising their upcycling process and minimising waste.

Through their contributions, fans can engage in a meaningful, hands-on way - making a tangible impact on the collection. Here, technology not only enhances the sustainability of fashion but also allows fans to participate on a deeper level, redefining the relationship between creators and their supporters.

Identity and self-expression

Fandom is also about celebrating individuality and self-expression. In this instance, AI being used to provide audiences with tools for developing fan art and fiction, personalised merchandise, customised profiles and avatars.

Grimes recently invited people to use a computer-generated version of her voice to compose new music. The pilot program, Elf.Tech, allows other musicians and fans to convert vocal samples into a “GrimesAI voiceprint” to help create original songs. The program offers professional distribution and a 50 percent royalty split for approved collaborations.

Grimes’ dedication to exploring novel artistic avenues offers a potential shift in how fandom may benefit more people in the future - ushering in a new era of co-creation, that bridges the gap between artists and their fans.

Deeper connections with global sports communities

Artificial intelligence is not only being harnessed for content creation, but also building greater connection between sporting teams on a global level. A wave of new initiatives is helping fanbases actively participate, analyse each game, and get in touch with their favourite athletes and teams.

A good example of this is Arsenal's chatbot. Through Robot Pires (a nod to the French midfielder Robert Pires), fans can talk to the AI platform via Facebook Messenger, Telegram, Skype, or Slack. Whether it's information on the next matches, behind-the-scenes videos, or statistics on various players, the chatbot has all the information at its fingertips with wit and charm.

AI driven virtual assistants can respond quickly and easily to fans' queries - and if the technology doesn't know the answer, the human "colleagues" can intervene.

The opportunity for brands

It’s clear that the future is here, and it’s powered by AI. Yes, this new reality presents some challenges. But it also holds immense promise for a more vibrant, engaged and diverse world of fandom.

With media fragmentation in full flow and popular culture losing its pulling power, we are entering the connection era. Where smaller communities are seeking deeper, authentic relationships formed through shared interests. It’s no surprise therefore that brands are exploring how technology and creativity can be used to superpower fandoms and utilise the creative community.

But from our experience there are some key watch-outs for anyone entering into the world of fandom:

Every fan has a unique vision of who they are or long to be - linked to their sense of identity—and in seeking a role in fandom, brands should carefully consider how their implicit and explicit values connect and align to the attitudes and ambitions of potential fans.

This cannot be a simple exercise of “if you build it, they will come.” Brands should carefully research prospective communities to better understand them, identify a valued role they are uniquely positioned to offer, and truly understand the rules of engagement.
Participation is crucial. A brand that’s truly, successfully involved in a fandom is contributing to the conversation - understanding the varying channels fans use for different purposes is critical. Only by creating new authentic experiences for fandoms brands can make deeper contributions to these communities.