AI is hitting consumers faster in sports than almost anywhere else, and PGA of America GM Rob Smith argues that’s exactly why the industry has become a real-world testing ground for emerging technology. In this episode, Rob digs into how AI is already reshaping day-to-day work, what “anticipatory” AI could look like when it earns a seat at the event-ops table, and why the real shift is carving out time to train these tools.

Rob also walks through how the PGA of America brought digital media rights in-house and built a modern digital org from scratch: websites, apps, social, YouTube, and championship coverage—into a lean team operating across major moments like the PGA Championship and Ryder Cup, and how their next wave of innovation centers on the attending fan journey.

In this episode, you’ll hear:

• What AI is changing in day-to-day roles inside of sports organizations
• The ripple effects of bringing media rights in-house for the PGA of America’s digital team
• How the Ryder Cup pulls off a single digital experience across two continents, multiple broadcasters, and competing teams
• Why fan experiences are shifting toward a “concierge model,” powered by AI-driven planning and recommendations
• What younger audiences expect from modern sports content, and how automation and short-form distribution are reshaping golf

Resources and Links:

Connect with Rob Smith on LinkedIn.

Learn more about Next League on our website and LinkedIn. We are leading sports organizations into the digital future.