EASE TALK n°9 – New technologies and AI as game changing tools in the sport sector

EASE TALK n°9 – New technologies and AI as game changing tools in the sport sector

EASE recently hosted a thought-provoking session during our last Board Meeting, allowing our EASE Talk n°9 to take place, where Dr. Alberto Carrio Sampedro, a renowned expert in sports ethics and artificial intelligence (AI), took center stage to discuss the transformative role of new technologies in the sport sector and the ethical and legal challenges they bring.

The session shed light on a rapidly evolving landscape where AI and advanced technologies are not only enhancing athlete performance but also revolutionizing how sport organizations operate and interact with fans. However with such innovations come profound ethical concerns that need to be addressed to ensure that the integrity and fairness of sports are maintained. Dr. Carrio Sampedro provided valuable insights into the impact of these technologies, their potential risks, and the way forward for sports employers in Europe.

Dr. Carrio Sampedro began by outlining the immense potential that AI holds in the sports sector. From data-driven decision-making to enhanced performance tracking, the applications of AI are vast and varied. Wearable technology, for example, has become a game-changer in monitoring athletes’ physical performance, tracking metrics like heart rate, oxygen levels, and muscle fatigue, among others. These tools are not just beneficial for elite athletes, but also for amateur sports, helping individuals track their progress and avoid injuries.

However, with the increased reliance on these technologies, Dr. Carrio highlighted several ethical dilemmas that need urgent attention, particularly as they touch to data collection, privacy concerns, and potential for articifial bias.

One of the core challenges discussed by Dr. Carrio Sampedro was the issue of data privacy. The collection of vast amounts of data from athletes (including sensitive biometric and health information) raises critical questions about who owns this data and how it is safeguarded. With the use of wearable technology and performance tracking devices, athletes are generating an unprecedented amount of personal data that could be misused or exploited if not properly protected.

The European Union’s GDPR (General Data Protection Regulation) already mandates stringent guidelines around data privacy, but sports organizations often struggle to align their data collection practices with these regulations. The risk of data breaches and the unauthorized use of athlete data for commercial gain could significantly damage the trust between athletes and sports organizations.

Also, the rise of AI tools also leads to inequities between athletes, especially when certain individuals or teams have access to more advanced technologies, further skewing competition. This brings us to a larger debate about the balance between technological access and fair play, which is a central pillar of the Olympic Charter and international sporting regulations.

The EASE Talk n°9 with Dr. Alberto Carrio Sampedro provided valuable insights into the growing role of AI and new technologies in shaping the future of sports. While these innovations present incredible opportunities, they also demand careful consideration of ethical dilemmas, legal challenges, and the need for appropriate governance. As sports employers, it is crucial to remain vigilant in addressing these issues while harnessing the potential of AI to improve the performance, safety, and fairness of the sports industry.