This paper investigates the digital transformation of the sports broadcasting industry through the lens of Technological Determinism and Diffusion of Innovations, exploring how stakeholders adapt to a rapidly evolving media ecosystem. While “automation” has traditionally described mechanical processes, this study defines intelligent automation (IA) as the integration of artificial intelligence (AI) and cloud computing that enables autonomous production workflows. Through specific case studies-including IBM Watson's automated highlights at Wimbledon and the NHL's volumetric 3D “Big City Greens” Classic-the research illustrates “how” AI-driven technologies and immersive platforms are reshaping content production and audience engagement. Furthermore, the paper addresses the emerging role of Generative AI (e.g., ChatGPT, Gemini) in fostering “Conversational Broadcasting,” allowing for real-time, personalized audience interaction. The analysis also explores enterprise-level strategies, such as cross-industry partnerships, while addressing critical ethical reflections regarding data privacy, algorithmic bias, and content authenticity. By grounding conceptual trends in real-world sporting applications, this paper provides a framework for understanding the transition from passive viewership to an interactive, data-driven fan experience.
Yair Galily (Fri,) studied this question.