INTEGRACIJA VEŠTAČKE INTELIGENCIJE U ISTRAŽIVAČKI PROCES SPORTSKOG MENADŽMENTA: POTENCIJALI I IZAZOVI
DOI:
https://doi.org/10.46793/ManagSport16-2.156MKljučne reči:
veštačka inteligencija, naučno istraživanje, sportski menadžment, istraživačka metodologija, digitalna transformacija naučnog istraživanjaApstrakt
Veštačka inteligencija (AI) sve više zauzima mesto u naučnim istraživanjima, uključujući i oblast menadžmenta u sportu. Ovaj rad prikazuje mogućnosti primene AI u različitim fazama naučnog istraživanja – od definisanja problema i postavljanja ciljeva, preko pregleda literature, formulisanja hipoteza i dizajniranja istraživanja, do prikupljanja i analize podataka, testiranja hipoteza, tumačenja rezultata i predstavljanja nalaza. Posebna pažnja posvećena je primerima primene AI u različitim oblastima menadžmenta u sportu, kao što su strateški menadžment i organizaciona kultura, sportski marketing, finansije i ekonomija sporta, upravljanje ljudskim resursima i liderstvo, sportsko pravo i politika, etika i integritet u sportu, upravljanje sportskim događajima i objektima, tehnologija i inovacije u sportu, sportska analitika, održivi razvoj u sportu, te međunarodni sportski menadžment. Kroz deskriptivnu analizu relevantne literature i studija slučaja, rad ističe kako AI doprinosi efikasnosti istraživačkog procesa (na primer, bržoj obradi podataka, otkrivanju obrazaca i generisanju uvida) u sportskom menadžmentu, ali i razmatra izazove poput validnosti, pristrasnosti algoritama i etičkih dilema. Rezultati ukazuju da integracija AI može unaprediti kvalitet i domet naučnih istraživanja u sportskom menadžmentu, uz uslov kritičkog pristupa i očuvanja naučnog integriteta. Rad zaključuje da će sposobnost istraživača da efektivno koriste AI alate, uz razumevanje njihovih ograničenja, biti ključna za budući razvoj nauke o menadžmentu u sportu.
Reference
Ahmić, D., Čolaković N., Lugavić Z., Delić Selimović. K. (2024). Differences in the organisational effectiveness of sports systems across competition levels. Menadžment u sportu, 15(2), 23–36. Alfa BK University. https://doi.org/10.46793/ManagSport.07A
Akbari, M., Naderi Nasab, M., & Biniaz, S. A. (2024). Entrepreneurial strategies in AI-enhanced sports marketing platforms. Management Strategies in Engineering Science, 6(2), 59–67.
Bešlin Feruh, M., & Knežević, B. (2025). Marketing challenges in the digital age: Ethical dilemmas in the promotion of non-invasive biohacking. Menadžment u sportu, 16(1), 37–50. Alfa BK University. https://doi.org/10.46793/ManagSport16-1.074BF
Canzone, A. et al. (2025). The multiple uses of artificial intelligence in exercise programs: A narrative review. Frontiers in Public Health, 13, 1510801. https://doi.org/10.3389/fpubh.2025.1510801
Christou, P. (2023). How to use Artificial Intelligence (AI) as a resource, methodological and analysis tool in qualitative research?. The Qualitative Report, 28(7), 1968-1980.
Dorey, A. (2024). Veštačka inteligencija (AI) – teorijski okvir i primena u industriji događaja na sportskim objektima [Artificial intelligence (AI): Theoretical framework and application in the event industry at sports venues]. Marketing, 55(3), 163–174.
Galily, Y. (2018). Artificial intelligence and sports journalism: Is it a sweeping change?. Technology in Society, 54, 47–51.
Hammes, F., Hägg, A., Asteroth, A., & Link, D. (2022). Artificial intelligence in elite sports – a narrative review of success stories and challenges. Frontiers in Sports and Active Living, 4, 861466. https://doi.org/10.3389/fspor.2022.861466
Kim, C., Park, J., & Lee, J. (2024). AI-based betting anomaly detection system to ensure fairness in sports and prevent illegal gambling. Scientific Reports, 14(1), 6470. https://doi.org/10.1038/s41598-024-57195-8
Kothari, C. R. (2004). Research Methodology: Methods and Techniques (2nd ed.). New Delhi: New Age International.
Maksimović, N., & Raič, A. (2023). Sportski menadžment. Novi Sad: Fakultet sporta i fizičkog vaspitanja.
Maksimović, S., Damnjanović, A. M., & Mrdak, G. (2025). Assessing institutional effectiveness in local budgetary financing of sports in Serbia. Menadžment u sportu, 16(1), 51–66. Alfa BK University. https://doi.org/10.46793/ManagSport16-1.031M
Milašinović, S., & Milojević, S. (2016). Projektovanje i realizovanje naučnog istraživanja. Beograd: Kriminalističko-policijski univerzitet.
Milojević, S., Milašinović, S., Milojković, B. (2025a). Policija i nauka: Ka razvoju akademske discipline u službi javne bezbednosti. Diplomatija i bezbednost, 8(1), p. 11-80.
Milojević, S., Milašinović, S., Milojković, B. (2025b). Police science in the 21ST century: Bilding theoretical and metodologicale foundations. Teme, 49(2). p. 421-439.
Milojević, S., Milojković, B., & Janković, B. (2012). Certain aspects of security science methodological bases. In Procesiding: International scientific conference security and euroatlantic perspectives of the Balkans – police science and police profession (states and perspectives) (Vol. II, pp. 51–67). Faculty of Security, Skopje.
Milošević, N., & Milojević, S. (2000). Osnovi metodologije bezbednosnih nauka. Policijska akademija Beograd.
Mogaji, E., & Jain, V. (2024). How generative AI is (will) change consumer behaviour: Postulating the potential impact and implications for research, practice and policy. Journal of Consumer Behaviour, 23(3), 2379–2389.
Rahmani, N., Naderi Nasab, M., Taheri, M., & Biniaz, S. A. (2024). The Future of Sports Industry: AI and Economic Transformations. AI and Tech in Behavioral and Social Sciences, 2(4), 19-29.
Westerbeek, H. (2025). Algorithmic fandom: how generative AI is reshaping sports marketing, fan engagement, and the integrity of sport. Frontiers in Sports and Active Living, 7, 1597444. https://doi.org/10.3389/fspor.2025.1597444
Xu, T., & Baghaei, S. (2025). Reshaping the future of sports with artificial intelligence: Challenges and opportunities in performance enhancement, fan engagement, and strategic decision-making. Engineering Applications of Artificial Intelligence, 142(4), 109912.
