ARTIFICIAL INTELLIGENCE IN SPORT MANAGEMENT: OPPORTUNITIES, CHALLENGES, AND FUTURE DIRECTIONS
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Abstract
In the digital era, Artificial Intelligence (AI) has played a crucial role in transforming sport management, particularly in data analytics, athlete performance development, sport marketing, and sport event administration. This narrative review aims to collect, analyze, and synthesize relevant concepts, theories, and research on the application of AI in sport management, with an emphasis on opportunities, challenges, and future directions. The synthesis reveals that AI enhances the efficiency of data analytics and athlete performance evaluation, supports training and athlete development, promotes sport marketing and fan engagement, and strengthens the capacity for sport event management. However, several limitations remain, including digital infrastructure gaps, personnel knowledge and competency, ethical and data privacy concerns, technological inequality, and issues relating to social acceptance. This article proposes developmental directions focusing on digital infrastructure investment, human resource capacity building, the establishment of ethical frameworks, the reduction of technological disparities, and international collaboration, aiming to position artificial intelligence as a key mechanism for advancing sustainable Thai sport management in alignment with international standards.
Article Details
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใด ๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ถือเป็นลิขสิทธิ์ของคณะวิทยาศาสตร์และเทคโนโลยี มหาวิทยาลัยราชภัฏศรีสะเกษ หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ก่อนเท่านั้น
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