Just as 3D moving images, high-speed photography, and even holograms have found their way into modern sports, so too is AI becoming a more mainstream part of sports. AI is being used more and more to improve all areas of sports, from athletes to fans, coaches to referees, and even in the judging of sporting competitions. AI’s ability to quickly analyze large amounts of data, identify patterns and outliers in that data, and make real-time predictions is proving valuable in driving progress in sports at all levels.

Strengthening the athlete

In the world of competitive sports, the smallest differences often make the difference between victory and defeat. In fact, every second counts. From analyzing and improving performance through detailed analytics, AI offers highly personalized training plans and analyzes movements and opponents in real time. AI-powered innovations and insights are transforming sports competition and changing and improving the way athletes train, perform and recover.

AI can give athletes and coaches deeper insights into individual performance, as well as the performance of teams and opponents. AI can analyze each player’s performance based on various factors such as speed, gait patterns, and endurance. Coaches and players can use this information to make tailored suggestions for improvement. AI can also create a hyper-personalized training plan for each individual athlete, helping to prevent injuries and improve nutrition.

AI systems also provide recommendations for game strategies. By analyzing game footage and performance metrics, AI can identify patterns and trends that may not be visible to the human eye and provide recommendations for the best courses of action to defeat the opponent. AI can also evaluate game action in real time. As an augmented intelligence tool, AI helps coaches and players make strategic decisions during the game and adjust play and strategy.

Sports referees and judges are also taking advantage of AI. The technology enables referees to make better decisions on the field. And it enables judges to make more accurate and fairer scoring. For example, international gymnastics federations are using AI technology to assist with scoring and judging. The AI-powered Judging Support System (JSS), developed by Fujitsu in collaboration with the International Gymnastics Federation (FIG), captures and analyzes gymnasts’ movements using high-resolution cameras in 3D. This impartial system helps human judges gain precise scoring insights. The technology is able to track the gymnast’s every move throughout the performance and then compare those movements to a huge database of recognized gymnastic elements. In real time, the system automatically generates a score, just as a human judge would, based on the same criteria of difficulty and execution. The introduction of AI into gymnastics scoring helps reduce human errors, ensure greater consistency in scoring, and eliminate human emotions from scoring.

Improved fan engagement through AI

AI not only helps athletes, coaches and referees, but also positively impacts fans and their engagement with the teams. AI-powered experiences now allow fans to immerse themselves in the game like never before, making the fan experience truly hyper-personalized. AI-driven platforms can analyze fans’ behavior and specific preferences to provide personalized content and recommendations. This makes the fan experience not only more tailored, but also more entertaining. AI can suggest highlights, items or merchandise based on a fan’s previous interactions, ensuring they stay connected to the sport even off the field.

AI is also being used to provide fans with a better experience when broadcasting sporting events. For example, at the 2024 Paris Olympics, Olympic Broadcasting Services used AI to improve internal workflows, enhance the viewer experience, enrich storytelling, and better explain certain sporting events. The Olympics also offered fans AI-powered automated highlight creation. AI technology automatically compiled and customized highlight reels from 14 different sports based on media rights holders’ preferences. This experience was designed to more effectively engage audiences on digital and social media platforms.

AI-powered chatbots and LLMs continue to improve fan interaction with professional sports teams. AI bots can respond to queries instantly, enabling interaction whenever the fan wants to interact. They also enable seamless communication with teams and sports brands. These AI-powered tools prove valuable in tackling a variety of tasks, such as answering frequently asked questions, providing real-time updates on games and events, answering questions about ticket sales and venues, and creating a customized fan experience.

Professional sports are big business and AI can positively impact the entire process. From improving performance analysis for athletes to preventing injuries and allowing coaches to adjust plans in real time, AI is already impacting the way games are played. Additionally, fan engagement is a crucial area of ​​the sports experience and AI enables personalized fan experiences that make for more engaged fans. As AI technology continues to evolve, its role in shaping the future of sports will continue to improve the game.