As a sports fan, you're probably wondering when and how artificial intelligence (AI) is going to change the way your favorite teams operate. But if you begin to look closely, you're likely to find that these changes are already underway.
Regarding performance, professional sports franchises are using AI to analyze statistics and data to make more informed decisions — with the hope of winning more games. That's in addition to implementing the technology to provide faster food service and better navigate venue and parking lot traffic patterns — and that's just the start.
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What To Expect Moving Forward
While AI technology is developing at what seems like the speed of sound, professional sports franchises are using it in three primary ways:
- To analyze player and opponent data and performance
- To enhance the fan experience
- To improve internal company processes
In a recent MarketWatch interview, Bill Schlough, chief information officer of the San Francisco Giants, shared his thoughts on where AI can have the biggest immediate impact.
"Concessions is most ripe for innovation. It's about speed of play and serving fans faster. Are they arriving earlier and staying at the game longer? That is the data we are sifting through now."
At Oracle Park, where the Giants play their home games, a new grab-and-go point-of-sale system debuted to the public in April. These stations rely on AI technology that doesn't require fans to scan bar codes or input any data. Instead, all items are placed on a checkout counter, and the purchase price automatically appears on a screen.
The nearby Golden State Warriors are also experimenting with AI. With an eye toward the 2023-24 season, the team is considering ways to use AI to share content recommendations with fans.
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"We've been dabbling in AI the past couple years," said Daniel Brusilovsky, vice president of technology for the Warriors and Chase Center. "We're trying to create a unique, personalized fan experience."
While professional sports franchises are bullish on the use of AI, the technology must be given time to develop.
"Whenever there is new technology like AI or wireless, there is a laughable disconnect between what teams immediately promise and the current reality," said Tinus Le Roux, CEO of CrowdIQ. "It can be lip service. But this is not exclusive to sports when it comes to AI."
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