Artificial intelligence is reshaping global sport, from elite performance and athlete safety to fan engagement and commercial growth. In this session, Samir Ceric explores how AI is already embedded across training, scouting, broadcasting and real-time analytics, while outlining where the next wave of value will emerge. Drawing on experience as a former elite athlete and sports executive, the discussion covers investment trends, data monetisation, biometric tracking, personalised fan experiences and the ethical challenges surrounding privacy and bias. A forward-looking conversation on why AI is no longer optional for sports organisations aiming to remain competitive.

Host: Samir Ceric

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