Possibilities and Threats of Artificial Intelligence in Sports Management and Marketing (Using Basketball as an Example)

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The sports industry is a part of the national economy related to the production and sale of sports goods and services, as well as the organization and conduct of sports events and sponsorship in sports. This industry cannot but be affected by the global spread of artificial intelligence, which has a significant impact on the sports industry. However, the rapid spread of the influence of artificial intelligence methods on sports is associated with certain risks and negative consequences. In this article, the features of artificial intelligence as a scientific phenomenon, the specifics of the application of artificial intelligence methods in sports, and the impact of neural network technologies on the sports industry, with a focus on their use in basketball, are considered. In addition, the possibilities of using artificial intelligence technologies and methods in sports management and marketing are identified. The conclusion is that the integration of artificial intelligence and the sports industry is inevitable because the ongoing transformational changes are an objective technological trend, which is already changing social institutions and economic models, in general our life and human behavior, and transforming the sports landscape as well. The speed of these changes will increase, and the task of society is to control technology and make it serve itself. The evolution of physical culture and sport based on the application of artificial intelligence methods is possible only if the inherent power of the struggle of the human spirit in sport is preserved and the limitless possibilities of neural networks are appropriately utilized.

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Artificial intelligence, innovative technologies, sports management, basketball, machine learning, sports marketing

Короткий адрес: https://sciup.org/149149325

IDR: 149149325   |   УДК: 004.8   |   DOI: 10.15688/ek.jvolsu.2025.2.12