At the Olympic Games that concluded on Sunday in Paris, artificial intelligence (AI) was utilized for various purposes, from filtering abusive posts on social media to optimizing energy efficiency at the venues.

AthleteGPT, a chatbot developed by French AI startup Mistral, provided answers to participants’ inquiries about venues, guidelines, and more. AI enhanced the accuracy of referees and judges through precise, real-time insights. Additionally, audience engagement was elevated with AI-generated highlight reels and AI-augmented motion tracking and replays. The technology was also controversially employed for heightened security in Paris, assisting in monitoring suspicious activities via camera feeds.

Major tech companies like Intel, Samsung, and Google collaborated with the International Olympic Committee (IOC) and broadcasters to infuse AI into stadiums and screens.

In India, several IT companies are actively developing and deploying AI technologies across various sports to boost athlete performance and fan engagement.

Industry estimates suggest that the AI in sports market is expected to reach $6.69 billion by 2028, with a compound annual growth rate (CAGR) of 28.8%. The global sports technology market, valued at nearly $16 billion in 2023, is projected to grow to $68 billion by 2031, with a CAGR of 19.9%, according to Data Bridge Market Research.

The Indian IT sector recognizes the opportunities within this expanding market and the significant impact AI can have as sports organizations strive to keep pace with technological advancements.

What are the implications of AI in sports?

AI’s ability to analyze vast amounts of data collected at individual, team, and competition levels offers valuable insights that can provide athletes and teams with a competitive edge. This includes performance optimization, injury prevention, improved training programs, real-time tactical adjustments, and enhanced coaching strategies through predictive insights, as stated by industry executives.

Alan Flower, executive vice president, CTO, and global head of cloud native and AI labs at HCLTech, remarked, “The impact of AI on the sports industry is already profound, enhancing fan engagement, in-game analysis, content monetization, and more. As the global sports AI market is poised for substantial growth, sports organizations must stay updated on the latest advancements and integrate AI technology to maximize its benefits and stay ahead of competitors.”

AI is revolutionizing areas such as injury prevention, real-time game analysis, and personalized training, driving innovation and enhancing the overall sports experience.

HCLTech has partnered with Manchester United, Cricket Australia, Scuderia Ferrari (through HCLSoftware), and MetLife Stadium (home of the New York Giants and the New York Jets), providing digital transformation solutions across data engineering, analytics, customer experience, and AI.

Infosys has recently collaborated with the Formula E motorsport series to deliver generative AI-powered real-time insights and driver statistics during competitions, enhancing the viewing experience for fans.

Having been involved in tennis for nine years, Infosys has brought digital and AI-led transformation to prestigious events such as the French Open and the Australian Open.

Sumit Virmani, executive vice president and global chief marketing officer at Infosys, stated, “In the world of tennis, we have launched over 30 innovations converging the power of generative AI, cloud, metaverse, mixed reality, and other new-age technologies.”

Fan experiences have been transformed through virtual reality technology, exemplified by the 3D-designed Rod Laver Arena and Philippe-Chatrier courts created by Infosys, along with its Match Center for major tennis tournaments that offers 3D visualizations and point-by-point insight tools.

Peeyush Dubey, chief marketing officer at Tech Mahindra, noted, “The demand for data and AI in sports is rapidly growing as teams, coaches, and organizations seek to gain a competitive edge through advanced analytics and insights.”

Furthermore, the increasing adoption of the Internet of Things (IoT) in sports stadiums is facilitating efficient management solutions, while the rising need for data-driven insights is propelling the overall growth of sports technology solutions.

Tech Mahindra is focused on helping sports organizations develop new services and tailor features to meet audience needs, as well as transforming the digital properties of teams and franchises to create new revenue streams.

In particular, the company aims to leverage technology to enhance chess spectatorship and plans to introduce fan activities enabled by next-generation technologies like the metaverse, AI, AR/VR, and others for the second edition of the Global Chess League.

Dubey expressed, “We aim to extend our expertise to other sporting arenas in the near future, delivering the most innovative and immersive experiences to sports fans worldwide.”

The global spotlight on AI during significant events like the Olympics has further heightened awareness of AI’s transformative potential in sports, according to Ankit Bose, head of Nasscom AI.

Bose stated, “From cybersecurity to content generation, AI is setting new standards for tech-driven sports experiences. This heightened visibility presents a significant opportunity for Indian IT firms to develop and deploy AI solutions that align with the evolving needs of the sports industry.”

Indian IT companies, in collaboration with leading academic institutions and innovative AI startups, are well-positioned to capitalize on the growing sports technology market.