AUTHOR=Glebova Ekaterina , Madsen Dag Øivind , Mihaľová Paulína , Géczi Gábor , Mittelman Alexandra , Jorgič Bojan 

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

JOURNAL=Frontiers in Sports and Active Living

VOLUME=Volume 6 - 2024

YEAR=2024

URL=https://www.frontiersin.org/journals/sports-and-active-living/articles/10.3389/fspor.2024.1363892

DOI=10.3389/fspor.2024.1363892

ISSN=2624-9367

ABSTRACT=The objective of this study is to explore the impact of artificial intelligence (AI) development on the sports industry labor market, and how AI has influenced the demand for labor, created new job opportunities, and impacted existing job roles. It refers to the inductive approach in the spirit of 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). The analysis involved inductive coding and line-by-line analytics of the data. The labor market implications of AI in the sports industry are multifaceted. New job roles will likely 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 transform 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.  It is important to research the impact of AI dissemination on the sports industry labor market holistically 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.