Artificial intelligence development and dissemination impact on the sports industry labor market.

Purpose: The objective of this study is to explore the impact of artificial intelligence (AI) development on the sports industry labor market, the ways in which AI has influenced the demand for labor, created new job opportunities, and impacted existing job roles.
Methodology: It refers to the inductive approach in the spirit technological determinism theory. It is based on the literature review and written qualitative, semi-structured interviews ( N  = 14) with sports human resources, management, and technology professionals (purposive sampling). Analysis involved inductive coding and line-by-line analytics of the data.
Findings: The labor market implications of AI in the sports industry are multifaceted. New job roles are likely to emerge, demanding a blend of AI expertise, data-analysis skills, and sports domain knowledge. Professionals in roles such as sports data analysts and marketing experts may find increasing opportunities. However, certain jobs undergo transformation as AI automates routine tasks. It requires individuals to upskill or transition to roles that require a deeper understanding of AI. This necessitates the creation of responsibilities focused on ethical AI governance and oversight.
Originality: It is important to research the impact of AI dissemination on the sports industry labor market in a holistic manner because the effects of AI are complex and far-reaching. While there are potential benefits to the implementation of AI, there are also potential risks and challenges that need to be addressed, the implementation of AI in the sports industry could have broader social and ethical implications that need to be considered.
Competing Interests: The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
(© 2024 Glebova, Madsen, Mihaľová, Géczi, Mittelman and Jorgič.)