UPOTREBA UMJETNE INTELIGENCIJE ZA EVALUACIJU UČINKA NOGOMETAŠA I OBJAVA U ELEKTRONIČKIM MEDIJIMA: PRIMJER SOFASCORE
USE OF ARTIFICIAL INTELLIGENCE FOR THE EVALUATION OF FOOTBALL PLAYERS' PERFORMANCE AND PUBLICATION IN DIGITAL MEDIA: THE CASE OF SOFASCORE

Summary/Abstract: Sport, especially football, is a social phenomenon that attracts millions of athletes and even more fans. Sports journalism, as a distinct branch of journalism, reports on sporting events, competitions, athletes, and teams. It includes analyses, commentaries, interviews, and investigations aimed at informing, educating, and entertaining the audience. Such journalism plays a key role in informing fans and football enthusiasts about the latest events, match results, and the performance of individual players. Traditionally, journalists relied on their subjective assessments and analyses when evaluating players' performance. However, with the development of artificial intelligence, an increasing number of media platforms are using automated systems to evaluate football players’ performance, such as the SofaScore application. This app uses complex algorithms to analyze various aspects of a player’s game, including statistics, field position, key actions, and impact on the outcome. This paper offers new insights into changes in sports journalism resulting from the application of artificial intelligence. The aim of the paper is to explore and analyze the use of artificial intelligence in sports analytics and journalism, with a focus on its role in evaluating football players’ performance. It is based on an analysis of the use of artificial intelligence in sports analytics and journalism through a review of available literature, case studies, and a comparative analysis of tools such as SofaScore. A qualitative analysis method was used to determine the extent and manner in which AI-generated applications are used on the five most-read news portals in Croatia. The hypothesis of this paper is: "Artificial intelligence is actively used in sports analytics and journalism, enhancing the process of sports reporting and the evaluation of athletes’ performance."

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