Artificial intelligence (AI) is reshaping how sports organisations operate and fans engage, yet it cannot recreate the excitement on the field, said Sportradar CEO Behshad Behzadi. Fans experience richer interactions thanks to AI, from real-time stats to improved pregame analysis. However, the unique human energy of a live match remains beyond AI’s reach.
AI’s influence on sports has grown steadily, enhancing efficiency and content delivery for clubs, broadcasters, and betting organisations. Behzadi explained that these improvements benefit viewers with more precise insights and engaging storytelling. Streamlined data collection through AI has become a standout advantage for many companies.
Behzadi highlighted that Sportradar employs AI extensively for tracking sports data using computer vision. The company covers over a million events annually, with more than half fully analysed by AI systems. He noted that AI captures up to 100 times more information than a human, allowing comprehensive datasets for every match.
“AI is revolutionising productivity and unlocking new value,” Behzadi remarked. He explained that unbiased analysis and multiple focus points, such as betting or performance tracking, can be generated within minutes. These capabilities are particularly valuable for organisations like the Hong Kong Jockey Club, which provides wagering on horse racing, football, and basketball.
Beyond betting, AI enhances broadcasts and fan experiences at home or on-site. Chatbots allow users to ask questions about matches, offering statistics and context for both newcomers and seasoned punters. Behzadi described upcoming NBA broadcasts in the US with enhanced AI overlays, presenting viewers with dynamic statistics integrated directly into the feed.
Sportradar’s Bet Concierge chatbot gives punters instant insights into odds, scoring trends, and player lineups. This type of AI service helps fans make informed decisions and deepens engagement with sports content. Behzadi stressed that these tools supplement human experience rather than replace it.
Despite AI’s many applications, Behzadi emphasised that sports will always need the human element. The passion, emotion, and unpredictable energy in arenas cannot be duplicated by machines. He argued that even the most advanced AI cannot replace the thrill of human competition, which keeps fans returning to stadiums and broadcasts alike.
AI in sports will continue to enhance data collection, storytelling, and fan interaction. However, the magic of live competition remains inherently human. According to Behzadi, AI can complement these experiences, but the essence of sports will always prioritize human involvement.
