Application of artificial intelligence in sports journalism: from news automation to content personalization

Abstract

This article explores contemporary practices in the application of artificial intelligence (AI) within sports journalism, ranging from automated news production to personalized dissemination of multimedia content. The relevance of the topic is driven by the rapid advancement of digital technologies, the growing volume of both structured and unstructured sports data, and the urgent need for timely, accurate, and audience-tailored information delivery. Increasing competition for audience attention, shifts in news consumption behavior, and the expansion of generative algorithms make the integration of AI into editorial workflows not only desirable but a strategically necessary step for the development of modern media.

The object of the study is the role and functional application of artificial intelligence in the creation, adaptation, and distribution of sports content in digital environments. The analysis focuses on the impact of automation on the quality of journalistic materials, newsroom efficiency, team productivity, audience reactions to changes in authorship and content format, as well as the ethical, legal, and professional challenges arising from the digitalization of the field. The study aims to analyse current practices of AI application in sports journalism and assess their potential for the development of international sports journalism.

The study employs an interdisciplinary approach, combining perspectives from journalism studies, computer science, sociology, and media ethics. The methodology includes a critical review of recent academic literature, an empirical analysis of real-world AI implementation in leading media organizations (such as ESPN, BBC, and the Associated Press), and an overview of core algorithmic functions — including classification models, neural generative systems, recommender engines, and natural language processing (NLP) tools. Additionally, international surveys of journalists and editors are examined, along with statistics on audience retention and user perception of machine-generated content.

The findings demonstrate that AI integration in sports journalism serves as an effective tool for scaling content production, increasing editorial responsiveness and enhancing the personalization of informational offerings. However, the study also emphasizes that full automation entails risks of content homogenization and erosion of audience trust — especially in cases where transparency around AI authorship is lacking. The necessity of combining AI capabilities with editorial oversight, responsiveness to audience needs, and adherence to professional standards is underscored.