We’ve all been hearing that robots are going to take over the world and take over peoples’ jobs, however, this is not necessarily the case. Artificial Intelligence is actually not a bad or scary invention and should not be feared by normal employee or employers as AI can be beneficial for companies and people. It may take over some of the jobs of people yet the work industry is always changing and over 10 years jobs will exist that we could never have imagined. For the purpose of this article, Artificial Intelligence will be looked at from a sports industry perspective and what precisely it will be able to accomplish.


Artificial Intelligence is still a rather vague term that can be interpreted in various manners, however, the key concept remains that a machine will be able to self-think, react to situations and come to conclusions similar to what a human would. 

Within the industry of sports, artificial intelligence will be able to tap into several sectors that affect sports greatly and essentially make the industry what we know it as today. We have all heard that with AI more information/date will be able to be processed and more solutions/results can be given in return which allows for better planning and decision making in the future. According to the 2019 report Artificial Intelligence, written by Andrew Barlow and Sathesh Sriskandarajah, this diagram shows all the sectors that AI can have a positive impact on such as Media and Fan Experience, Talent Acquisition and Post-Game Analysis. 

Through AI, Media and Fan Engagement can be infiltrated and improved through data analytics and machine learning which will result in more up to date media being posted and more content reaching specifically selected fans. An example of this type of invention is Relevanse™, which is a social media toolkit that helps you realize well-timed brand-driven content that most effectively matches your goals, brand and target group on social media. Relevense ™ will make suggestions and give insight into most suitable post timing moments, it will make your content plannable and the results predictable. With its release date …, those who wish to benefit the most from their social media presence is able to access the 0.3 version for free. With 0.5 coming out in a few months’ time, the upgraded version will provide several add-ons and work on more social media platforms than the 0.3 version to allow all upgraders to maximize their social media presence on all their platforms.

Post-game analysis can heavily benefit from Artificial Intelligence through technological developments that can help with athlete’s physical recovery or injury management. According to The Future Of Sports 2016 Report, the development of sensor equipment, such as watches that are able to measure pulse rates, glucose and lactose levels, are able to give coaches and staff a better understanding of when players are reaching a high fatigue stage. With this information that is easily accessed, player injuries can be avoided, recovery time can be increased, substitutions can be made so that game intensity is not lost and tactics can be altered based off of the players’ performance.

 Lastly, Artificial intelligence will be able to help with talent acquisition according to an interesting article called How to find new football stars with AI technology. In this article the creation of a JAAI Scout, which is used by Bundesliga clubs, is given as a current tool that can help with talent acquisition. Hundreds of thousands of talent scout reports are made yearly which were never really useful as the information was to much and the possibility of finding the next young star became all too difficult. Through this, the JAAI Scout system was able to create a platform where the data was able to be analysed and categorized into positions, ages, strengths and weakness etc. This then allows the data to be better analysed and interpreted for scouts, coaches and clubs.


Artificial intelligence is still a new development that has yet to take a big step into the cooperate world, however, the next five years in the sports industry will be totally transformed especially regarding the sectors mentioned in the diagram above.