In a sports industry built on tribalistic passion and raw emotion, understanding behavioral and societal trends remains as important as ever.

The notion that emotional connectivity is somehow dulled by over-digitalization should provide pause for a sports industry that enjoys touting the passion of its fanbase and seeks to capitalize on that financially. But it could be that there is a tech solution to combat consumer apathy, too.

Emotional artificial intelligence “is going to be the next big thing” when it comes to fan engagement, according to Thimon de Jong, the founder of Whetston Strategic Foresight – a think tank which studies human behavioral trends and interprets the business impacts of societal change.

Read the full story at Sports Pro.