Organizational Behavior and Technology Integration Dynamics of Artificial Intelligence in Sports
Organizational Behavior and Technology Integration Dynamics of Artificial Intelligence in Sports

Author(s): Neville Welch, Darrell Norman Burrell
Subject(s): Business Economy / Management, Behaviorism
Published by: Scientia Moralitas Research Institute
Keywords: Artificial Intelligence; Sports Analytics; Image Recognition; Sports Management; Organizational Change;
Summary/Abstract: The relentless pursuit of competitive excellence in sports has long paralleled technological innovation, and in recent years, artificial intelligence (AI) has emerged as a transformative force reshaping the athletic landscape. This perspective paper critically examines the multifaceted implications of AI-powered technologies, with a particular focus on image recognition systems that enable unprecedented precision in player performance analysis, tactical strategy, and fan engagement. Against the backdrop of escalating financial pressures, from Name, Image, and Likeness (NIL) agreements in collegiate sports to soaring professional contracts and media rights, the imperative for efficiency and effectiveness in leadership decision-making has never been more pronounced. However, despite AI’s potential to revolutionize sports management and analytics, significant technical and ethical challenges persist, including concerns about model accuracy across varied sports contexts, data biases, and privacy issues related to biometric information. This paper synthesizes insights from technology management, human-computer interaction, and organizational behavior to explore how AI adoption reshapes organizational cultures, decision-making processes, and the social dynamics within sports ecosystems. Drawing upon examples from basketball and football, the analysis highlights both the transformative promise and the cautionary complexities of integrating AI technologies at scale. Ultimately, this inquiry argues that the sports community must navigate these technological frontiers judiciously, ensuring that organizational culture, change management dynamics, ethics, and leadership dynamics are at the core of how these AI technologies and tools are developed, deployed, and managed.

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