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 principal-agent 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.