Every time I turn around, there’s a new player in the artificial intelligence (AI) arena tackling a novel problem or offering a different perspective. AI isn’t just the future; it’s the here and now, widely adopted and rapidly advancing. The real question is, how do we embrace AI and avoid being left behind, playing catch-up?

Just months ago, we were marvelling at what DALL-E 3 and ChatGPT could do. Now, with innovations like Sora on the horizon and seemingly a new breakthrough every month, development is accelerating at an exponential rate. It’s essential, therefore, to step back occasionally and evaluate which AI tools are the best fit for your organisation.

So … what does this mean for those of us in the sports marketing world? Let’s explore three key areas where AI is having a game-changing impact: automation, website chatbots, content creation.

Automation: the new MVP in sports marketing

In my opinion, the standout development in AI over the past few months is the ability to automate. Tasks that previously consumed a considerable amount of time and resources can now run independently. Gone are the days of manually copying and pasting information into ChatGPT to get a semi-correct answer with numbers in the wrong order.

Nowadays, applications can feed directly into the backend of AI tools, enabling the creation of your own assistants or mechanisms tailored to your specific needs. Simple data entry from receipts and invoices – anything, really, with a general structure – can be processed through AI with incredible accuracy and free you to focus on what truly matters.

And the best part?  With these advancements, even those of us (myself included) with little or no coding experience can quite easily set up these automations, dramatically changing the way we handle administrative tasks and giving more time to strategise and connect with our audiences.

Website chatbots: from clunky to clear

We’ve all encountered website chatbots, those clunky interfaces that tried (and often failed) to provide customer service. However, with the integration of AI, chatbots have taken a massive leap forward and currently offer no-code solutions that make it easier than ever to create interactive experiences for website visitors.

By providing the bot’s knowledge base and defining the operational parameters in which it operates, AI can interact in whichever language or manner the user prefers – within reason, of course! This is especially valuable in sports marketing, where fan engagement is crucial. Enhanced chatbots can answer FAQs, supply personalised content and even help with ticket sales at the same time as delivering a seamless user experience.

Content creation: scoring big with AI

AI now powers the rapid production of game highlights and promotional videos by swiftly transforming raw event footage into engaging content. But it isn’t only about speed; it’s also about how sports organisations, large and small, can reach a global audience without having to scale up their teams.

AI-driven content creation tools have revolutionised the efficiency with which we generate high-quality articles, social media posts and multimedia content. The way AI continues to redefine our approach is remarkable, making it more practical than ever to produce large volumes of high-quality content production in the digital arena. For any federation looking to maintain a consistent and engaging online presence, it’s a game changer.

1. Implement automation to optimise workflows

Integrate AI-driven automation tools into your business to reduce the time spent on manual, repetitive tasks like data entry,

freeing up your team to concentrate on high-value activities like strategy development and audience engagement, while saving both time and resources.

2. Enhance fan engagement with smarter chatbots

Improve audience interactions by using AI-powered chatbots for seamless, real-time support. From answering FAQs to assisting with ticket purchases and recommending personalised content, chatbots deliver valuable experiences that keep fans interested and informed.

3. Deliver personalised fan experiences

Leverage AI to tailor content and messaging based on individual fan preferences, including customised match updates, targeted offers and curated video highlights. Such personalisation deepens fan relationships and boosts long-term engagement.

4. Adapt quickly to evolving AI tools

Assess new AI advancements on a regular basis and integrate tools that align with your organisation’s objectives. As AI technology evolves so rapidly, being adaptable will help you stay competitive and meet changing audience expectations.

At the rate we’re going, today’s advancements in AI will be old news before we know it! Although impossible to predict what’s coming around the corner, it’s bound to be exciting. One thing is certain: embracing AI is no longer optional to keep ahead of the game – it’s essential.

As someone deeply invested in sports marketing, I can’t wait to see what the future holds.