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Artificial Intelligence (AI) is rapidly transforming the sports industry, offering unprecedented opportunities for personalization, engagement, and innovation. Behshad Behzadi, Chief Technology Officer and Chief AI Officer at Sportradar, shared groundbreaking insights on the Sports Business Radio podcast about the role of AI in sports. From hyper-personalized experiences to AI-driven integrity, here are five key takeaways from the conversation, complete with Behzadi's expert commentary. You can also listen to the full podcast here.
“Hyper-personalization is becoming possible for real,” Behzadi said, emphasizing how AI allows fans to enjoy sports in ways tailored to their individual preferences.
Imagine two fans watching the same game but seeing completely different views, commentary, and stats. With AI, this is now a reality. Fans can:
Behzadi provided an example: “If I’m a beginner, I might need simpler commentary, but if I’m an advanced fan, I want detailed analytics. AI can adapt the game experience to my preferences, making it truly unique.”
Generative AI is revolutionizing how sports content is created. “Generative AI is allowing us to create content at scale,” said Behzadi.
At Sportradar, this technology is being used to:
Behzadi explained the efficiency gains: “Previously, producing a highlights video might take five hours. With AI, it can be done in five minutes. And it’s not just about speed—it’s about quality and scale. AI makes it possible to deliver this in any language and for any format.”
AI, combined with VR and AR technologies, is unlocking immersive fan experiences that go beyond what’s possible in a physical stadium.
“Imagine putting on an Apple Vision Pro and choosing where you want to sit in the stadium,” Behzadi said. “You can turn in any direction and feel like you’re really there, but with more data and better angles than you’d get in person.”
These advancements allow fans to:
Behzadi added: “This technology isn’t far away. We’ll see immersive experiences that rival or even surpass the live stadium experience in the near future.”
AI is transforming how teams approach strategy and player performance. From real-time data to predictive insights, the technology is invaluable to coaches and players.
“Coaches are now relying on AI-powered data analysts,” Behzadi noted. “They’re using insights to spot trends, such as when a player’s performance drops during a game, or when fatigue is setting in.”
Key applications include:
For example, Behzadi explained how AI can detect patterns that even experienced coaches might miss: “By analyzing the angle of a player’s knee or their acceleration speed, AI can predict when they’re at risk of injury or losing effectiveness in a match.”
As sports betting grows, ensuring fair play is critical. Behzadi highlighted Sportradar’s commitment to sports integrity: “AI is our key tool for keeping sports clean. It helps us detect match-fixing and ensure that competitions remain fair and trustworthy.”
Key initiatives include:
Behzadi stressed the importance of this work: “Betting makes sports more exciting, but it also requires vigilance. AI helps us protect the integrity of the game, ensuring that every match is fair and free from manipulation.”
From hyper-personalized experiences to AI-driven game integrity, Behshad Behzadi’s vision for AI in sports showcases the transformative potential of this technology. As he said during the podcast, “The best way to predict the future is to build it.” At Sportradar, they’re doing just that, pushing the boundaries of what’s possible in sports technology.
With advancements in content creation, immersive viewing experiences, and integrity monitoring, fans can look forward to a smarter, more engaging sports experience in the years ahead.
