San Jose Sharks Replace Goal Song After AI Suspicions Hurt Fan Experience

Published: 9/29/2026

Source: SFGATE

The San Jose Sharks are retiring “Power Bite” after fans repeatedly suspected the custom goal song was AI-generated, showing that perceived authenticity can become a real music-marketing problem even when AI use is disputed.

The producer denied using AI, and SFGATE did not verify that the track was AI-made. Sharks marketing chief Doug Bentz said the larger issue was measurable fan sentiment: surveys, focus groups and social monitoring showed that the controversy was damaging the in-arena experience.

The team chose a recognizable replacement with Bay Area ties, even though conventional licensing will cost more and complicate social-media highlights. For artists and brands, the lesson is direct: provenance, disclosure and audience trust now belong in the release strategy, not in the cleanup plan.

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