【摘要】 在新一代人工智能技术加速演进以及全方位扩大国内需求持续推进的背景下，AI智能体通过重塑体育消费范式成为释放居民消费潜力、推动体育产业高质量发展的重要着力点。发现，在大模型与具身智能等新一代人工智能技术赋能下，AI智能体基于“感知—决策—执行”能力框架，推动体育消费方式向委托代理模式转型、体育消费场景向多元化与智能化演进、体育消费内容从标准化供给向动态需求匹配升级。进一步地，AI智能体在生产端通过产品创新、效率优化与模式变革形成供给“推力”，在消费端通过降低专业门槛与决策成本形成需求“拉力”，“推力”与“拉力”协同促进体育消费。提出人工智能时代AI智能体促进体育消费的有效策略：强化政府监管职能，加强政策供给；释放企业平台技术红利，切实履行社会责任；提升居民数字素养，强化消费者参与意识。更多还原

【Abstract】 Against the backdrop of the accelerated evolution of new generation artificial intelligence(AI)technologies and the continuous expansion of domestic demand across all fronts, AI agent has emerged as a key lever for releasing residents’ consumption potential and promoting high-quality development of the sports industry by reshaping the sports consumption paradigm. The study shows that, empowered by new generation AI technologies such as large language models and embodied intelligence, the AI agent, based on a "perception–decision–execution" capability framework, is driving the transformation of sports consumption towards a principalagent model, the evolution of sports consumption scenarios towards diversification and intelligence, and the upgrading of sports consumption content from standardized supply to dynamic demand matching. Furthermore, on the production side, the AI agent generates supply-side "push" through product innovation, efficiency optimization,and business model transformation; on the consumption side, it creates demand-side "pull" by lowering professional barriers and decision-making costs. The synergy between "push" and "pull" facilitates sports consumption. Strengthening government regulatory functions and policy supply, unleashing the technological dividends of enterprise platforms while fulfilling social responsibilities, and improving residents’ digital literacy and consumers’ participation awareness are effective countermeasures for the AI agent to promote sports consumption in the era of AI.更多还原