INTEGRATION OF ARTIFICIAL INTELLIGENCE INTO THE RESEARCH PROCESS OF SPORTS MANAGEMENT: POTENTIALS AND CHALLENGES

Abstract

Artificial intelligence (AI) is becoming an increasingly important tool in scientific research, including in the field of sports management. This paper provides an overview of how AI can be applied in all phases of scientific research – from defining problems and goals, through literature review and hypothesis formulation, to research design and sampling, data collection, analysis, hypothesis testing, interpretation of results, and dissemination of findings. Special attention is paid to examples of the application of AI in various areas of sports management, such as strategic management and organizational culture, sports marketing, finance and economics of sports, human resource management and leadership, sports law and policy, ethics and integrity in sports, management of sports events and facilities, technology and innovation in sports, sports analytics, sustainable development in sports, and international sports management. Through a descriptive analysis of relevant literature and case studies, the paper highlights how AI contributes to the efficiency of the research process (e.g., faster data processing, pattern detection, and insight generation) in sports management, while also discussing challenges such as validity, algorithm bias, and ethical dilemmas. The results suggest that integrating AI can enhance the quality and impact of scientific research in sports management, provided that a critical approach is maintained and scientific integrity is maintained. The paper concludes that the ability of researchers to utilise AI tools, while understanding their limitations effectively, will be crucial for the future development of sports management science.