Generative AI is disrupting every sector, but the sports industry will have to wait before reaping the benefits. There have been attempts at using generative AI to innovate in the sports sector, but none have yielded ground-breaking results, says GlobalData, a leading data and analytics company.

GlobalData’s recent report, ‘Artificial Intelligence in Sports,’ reveals that the sports industry will not play an important role in the global AI market, which is forecast to be worth $909 billion by 2030. Between June 2020 and June 2023, just 363 patents related to AI were granted in the sports industry globally. This can be compared to the automotive sector, which saw 4,155 patents granted in the same period.

William Tyson, Associate Analyst, Thematic Intelligence team at GlobalData, comments: “AI has the potential to be a revolutionary technology in many sectors. For instance, the pharmaceutical industry can use AI to reduce the time and cost it takes to get a drug to market, especially in areas of unmet need like rare diseases. However, similarly disruptive use cases do not exist in the sports industry.

“The sports industry has traditionally been slow to innovate relative to other sectors. Technological innovation in sports has frequently drawn indignation from fans, players, and clubs alike. For example, the Premier League’s use of video assistant referee (VAR) is controversial but does not contain exceptional, innovative technology and could have been adopted years previously.”

Despite the low adoption of generative AI, there are potential use cases in sports that can help simplify business processes and improve the fan experience. For example, this could be in sports betting, where generative AI could be used to create personalized models that generate odds for specific scenarios. Generative AI could create personalized video content based on viewing and social media engagement habits, meaning sponsors can benefit from a customized activation strategy.

Tyson concludes: “The primary advantage that generative AI offers the sports sector is personalization. Training plans, nutrition, media content, and betting odds could all be personalized and automated using generative AI, reducing the need for human staff and helping those in the industry cut costs.”