UNDERSTANDING AI’S ROLE IN SPORTS
Artificial intelligence is reshaping how sports organisations create, operate, and connect:
from transforming everyday work and reinventing video production, to expanding accessibility and enabling the next generation of agentic systems. Developed following our presentations at the 37th EBU Sports Assembly, these articles bring together our latest insights on how AI is moving from experimentation to execution across the industry.
Working Smarter With AI In Everyday Workflows
AI is now to consider as a practical partner for everyday work, helping automate tasks so people can focus on what truly matters.
Used intentionally, it becomes a tool for clarity, efficiency, and smarter decision-making across any workflow.
The New Creative Workflow: How AI Is Transforming Sports Video Production Workflows
AI is reshaping sports video production from capture to distribution, turning slow, manual workflows into fast, intelligent creative pipelines.
What was once repetitive work is becoming a space where human creativity and machine intelligence collaborate seamlessly.
AI for Everyone: How Technology Is Rewriting Accessibility in Sports Broadcasting
AI is rapidly breaking the barriers that once limited how fans with different abilities experienced live sport.
Going from real-time captioning to sign-language avatars, accessibility is evolving from a regulatory requirement into a cornerstone of inclusive sports media.
From Automation to Autonomy: How Agentic AI Will Redefine Sports Broadcasting
Sports broadcasting is entering a new era where AI starts making real decisions.
As agentic systems emerge, production is shifting from automation to autonomy, redefining how stories are created in real time.