The advancement of intelligent technology has transformed interaction models across communication ecosystems, encompassing production, dissemination, and consumption. Exemplified by the Paris Olympics’ 180+ intelligent communication domains, “AI + Sports” has emerged as an industry paradigm. This study employs media affordance theory to analyze AI’s transformative role in sports communication and associated ethical challenges, offering insights for cultivating a robust digital sports ecosystem. Method: This study investigates the application pathways of artificial intelligence in 20 major sports events held between 2000 and 2024. Data on application frequency, audience feedback, and other relevant metrics w collected to analyze the impact patterns of AI in sports event communication. Empirical studies demonstrate that intelligent technologies in sport communication evolve through a “discrete infiltration-systematic reconstruction” process, achieving bidirectional structural transformation. From media affordance perspectives, AI-driven paradigm shifts create a triangular model featuring “informational density leap-user precision iteration-impact breadth reconfiguration.” In terms of productive affordance, AI technology significantly enhances communication efficiency, enabling precise coverage of audience needs. Regarding social affordance, algorithms foster emotional resonance between communicators and the audience. As for mobile affordance, AI-generated content (AIGC) transcends spatial and temporal constraints, effectively expanding the boundaries of sports event influence. However, the deepening of technological empowerment has also given rise to three critical ethical dilemmas in communication. First, under the algorithmic black-box effect, the absence of a fact-checking mechanism within the content production chain leads to a normative imbalance between “technological correctness” and “factual accuracy.” Second, emotional algorithmic manipulation introduced by technological mediation is eroding authentic audience-sport event connections. Lastly, the fluidity of user information boundaries has fostered a new form of digital exploitation within the framework of technological ethics. In the era of intelligent communication, the humanistic essence of sports events is facing profound challenges posed by digital deconstruction. Event organizers must establish a bidirectional “technology-life” reflection mechanism. First, they should actively explore the broader potential in the dissemination of large-scale events. Second, they must maintain a dialectical perspective throughout their application, carefully regulating risks to ensure the smooth operation of events. Content creators should adhere to a people-centered approach and promptly fill in the gaps where needed. Not only should the purpose of content production be rooted in human values, but the creative process must also leverage human agency to ensure both efficiency and quality in content delivery.
Yao et al. (Thu,) studied this question.