Fair Play in the Age of Artificial Intelligence: Keeping Humanity at the Heart of Sport

As AI transforms the way major sporting events are planned and delivered, the human element remains essential to the future of sport.

Photo: IOC

Artificial intelligence is set to play an increasingly important role in the organisation of future Olympic Games, helping to analyse vast amounts of data, optimise operations and improve services for athletes and fans. Yet, as the Olympic Movement embraces technological innovation, one principle remains unchanged: sport must remain human.

Christophe Dubi, the International Olympic Committee’s (IOC) Olympic Games Executive Director, highlighted this balance in an interview with sport intern. While acknowledging the enormous potential of AI, Dubi stressed that human presence and decision-making will remain essential during the Games.

“You still need that human interface at the time of the Games,” Dubi told sport intern, explaining that AI could have a particularly positive impact between the signing of a contract and the actual delivery of an event.

According to Dubi, AI is particularly powerful when dealing with big data and processes that can be replicated, improved and optimised. This could have a significant impact on areas such as transportation planning for LA28, while Brisbane 2032 could potentially benefit from even broader applications of AI-driven planning tools.

The IOC’s Olympic AI Agenda reflects this vision. Its goals include supporting athletes, enhancing fan engagement, improving operational efficiency and promoting sustainability across the Olympic Movement.

As artificial intelligence becomes increasingly integrated into sport, the challenge will be to ensure that technological progress strengthens these values rather than replacing them. AI may help make the Olympic Games smarter and more efficient, but fair play will always depend on people.

Source: sport intern – interview with Christophe Dubi, IOC Olympic Games Executive Director.