AI is already replacing sponsorship research. Is creative activation next?

In a recent Adweek article, Mark Ritson pointed to Anthropic’s claim that 65% of marketing tasks could eventually be replaced by AI. His argument was not really about ad copy or image generation. It was about the less glamorous but highly important work that underpins modern marketing: research, analysis, planning and strategy. In sponsorship, that future may already be starting to arrive.

Rich Johnson, a sponsorship strategist, has created a low-cost AI tool called Sharmidon, designed to help partnership teams research and activate sponsorship. Rather than simply returning generic information, the tool is built to surface the details that matter when assessing fit: business priorities, existing sponsorships, tone of voice, competitor activity and the wider context around a brand.