While AI has permeated almost every industry, the current deployment of AI in sport could be described as tentative.
What happens on the field tends not to be affected by technology as much as it potentially could, with adoption generally being slower due to factors such as financial constraints, governing bodies seeking to preserve traditions and the emphasis on human performance remaining the central focus.
Leveraging the NVIDIA AI Data Platform reference architecture, these new solutions are the latest in the IBM However, according to Conrad Wiacek, Head of Sport Analysis at GlobalData, one area that technology, and particularly AI, is starting to have a real impact on is fan engagement.
“With long-form content being the norm for sports broadcasters, the rise in popularity of short-form videos presents a potential challenge,” Conrad explains. “AI is already being deployed to retain audience interest for longer and improve fan experiences and is only expected to increase in influence going forward.”
Real-time feedback, statistics and rule violations
“One area we’re already starting to see technology support fan engagement is in real-time statistics, providing insight to audiences far beyond what they can see and record on their own,” continues Conrad. “With the advanced data processing and analysis capacity of AI, there is a wealth of data that can be leveraged to go beyond traditional statistics.
“For example, AI can power positional and formation analysis, examining events such as player movements, shot selection and accuracy. In combination with AI graphics tools, fans can be provided exciting and unprecedented insight, in-game, in a manner that is easily decipherable. Where AI comes into its own here is its speed in processing vast quantities of data, with fans usually having to wait for a longer break in play for such insight. Now, shorter breaks within the gameplay can be utilised, keeping more casual fans just as engaged with meaningful insights.
“AI is also already being implemented to monitor for in-game rule violations, particularly within sports like football – though with varying degrees of success across goal-line technology and the introduction of the Video Assistant Referee (VAR). Elsewhere in tennis and cricket, Hawkeye technology has successfully reduced human error, and increased response time with absolute certainty, all while keeping the viewers in the loop. On the other hand, VAR remains highly contentious, not always achieving its goal of reducing refereeing errors and creating lengthy pauses in games.
“Quick to respond, the next stage in this process is already in implementation in the form of automated offside detection, which will also rely on AI technology, accelerating decisions where historically the game has been slowed down by the use of the VAR. The data capture, processing and display power of AI will significantly accelerate rule violation outcomes, allowing the game to flow more smoothly and ultimately improving the fan experience.”
Broadcast Opportunities
“Broadcasting options are also significantly expanded through AI. Using tailored AI models, broadcasters can capture the game using automated camera angles, providing a slicker, 360-degree feel for fans, immersing them in the action,” elaborates Conrad.
“Accessibility is also vastly improved through AI, with tools such as Watson creating highlight reels for the BBC during Wimbledon, the production and distribution of shortform content across social media has never been easier. Utilising highlights is a fantastic way to tap into the shortform content market and capture fans that may be less interested in the longer format.
“For the global market that sport has successfully garnered, AI can also enhance broadcasting through real-time translations and generation of auto-captions, a solution that is much more cost effective for broadcasters than providing multilingual commentary.”
Looking forward
“When systems are functional and heavily relied upon, innovation will always face strong resistance, with sports federations likely to prioritise profits and reinforce the status quo over technology stack upgrades,” summarises Conrad. “However, with a litany of prospects competing for their viewers’ attention, the utilisation of AI to retain this attention and improve fan experience will only become more prevalent.” Source: GlobalData
Source: GlobalData
