Beyond the Box Score: AI, VR, and the Future of Sports Journalism
Since the newspapers of the 1800s chronicled the ins and outs of horse races and the “sweet science” of British boxing, sports journalism has been an indispensable element of the fan experience. We look to journalists to humanize and contextualize the often larger-than-life figures who we admire in sports: the Michael Jordans, Lionel Messis, and Serena Williams of the world. We also look to them to tell stories about the changes in the sport, the devilish details that set the hardcore fans apart from casual spectators. But now, sports journalism itself is changing. In fact, it’s on the precipice of the sort of massive, technology-driven change that has almost become a constant for the industry.
A 65-year-old journalist retiring in 2023 experienced the rise of word processors, the Internet, and social media. She may have begun writing game recaps for a local sports page, started an in-depth blog on her favorite team, gone viral on social media for breaking down a game-changing play, and closed out her career telling stories in augmented reality. Throughout her career, technology pushed journalism to be more: instant, democratized, and interactive. Looking forward, we anticipate these three themes to endure regardless of which technologies emerge.
The players: Which technologies should journalists and media organizations keep an eye on?
Emerging technology has the potential to impact the role of journalists, the stories they tell, and how those stories are delivered. To stay ahead of the curve, journalists and their readers should pay attention to the following:
Internet of Everything: From wearable sensors to computer vision, the expanding reach of the digital world will likely give journalists a new level of insight and information into athletes’ performance, fan engagement, and more.
5G & 6G: Next-generation connectivity forms the nexus of this new world, enabling the flow of data at higher volumes and faster speeds. For consumers, it means the ability to access rich, interactive content from anywhere.
Unlimited reality: New mediums take content off the page and away from the screen, introducing fans to novel ways to engage with their favorite teams, athletes, and journalists. As the line between digital and physical fades, journalists may consider using these new tools to immerse fans in their stories.
Artificial Intelligence: Content generation. Predictive analysis. Copy editing. The list of AI’s capabilities is long, and it’s growing faster than ever. Tools like natural language processing are expected to change the way that journalists research, write, and edit content, while a growing pool of data can fuel predictive analysis.
Blockchain and Web3: Establishing verifiable authorship, identity, and ownership is critical for building trust when 90% of Americans feel that synthetic media is creating confusion. The decentralization and transparency of Web3 protects journalists from censorship, opens new avenues to content monetization, and—most importantly—safeguards truth.
The stakes: What trends are emerging technologies enabling?
As the emerging technologies listed above coalesce and intersect, the haze around technology’s impact on the future of journalism is becoming more clear. A few key trends are more likely than others to affect how tomorrow’s sportswriters and athletes connect with fans, especially with an emphasis on democratization.
Radical personalization. 85% of publishers already see AI as important for automating content recommendations to consumers. Generative AI could take that trend to the next level, creating content—not just recommendations—that tailors to fan preferences.
Boundaryless interaction. Revolutionary immersive experiences are breaking down the barriers between fans and the field of play, while advances in real-time translation and social media allow fans to connect with athletes—and each other—in real time.
Limitless content. In an era where anyone can be a content creator, user-generated content is proliferating and growing increasingly popular. Consumers’ dwindling attention spans demand dynamic, bite-sized content that cuts through the noise.
The game: What does this mean for journalists?
Given all of the advances discussed here, journalists need to take calculated steps to stake their place in a future that is more democratized, instant, and interactive. Fans and athletes may connect more frequently without sports media as the middleman, but there will likely always be demand for the expertise of journalists.
Brand building: Well-regarded journalists’ bylines convey trustworthiness and inspire loyalty. Fans will seek out journalists that establish a strong brand and leverage new mediums to produce innovative content.
Curation > Creation: Consumers will likely look to journalists to help them navigate a world flooded with content. With assistive AI expediting some of the more tedious elements of reporting, journalists will have more time to select stories, shape narrative, and craft presentation.
Fluency in new mediums: Journalists who adapt to—and embrace—new mediums enabled by emerging technology may gain an advantage. Mastering new skills, such as prompt engineering, and new methods, such as sentiment analysis, will be critical elements of success.
Storytelling specialists: As athletes and teams increasingly look to connect directly with fans, journalists could be a valuable partner in helping them tell their own story in an authentic and compelling way.
Human connection: Perhaps the most invaluable place where journalists will continue to make their mark is in communicating with empathy: telling stories that tug at our hearts, bring us closer to our communities, and make us believe in the potential of humanity.
Looking forward
The next generation of journalists may see a career filled with even more technologies that come and go by the time they retire. However, even though emerging technology may continue to change the way their work is done, it won’t replace it. Sports journalists will likely need to embrace new tools and capabilities, but the allure of sports stories remains the same, an allure built on the enduring human qualities of connection, community, and passion.
— Nathan Bergin, NExT Futurist
Special thanks to the following for contributing research to this article: Heidi Morrow, Angela Huang, Sarah Mortier, Alexandra Lockey, Linda Guite, Benjamin Shore, Teo Olsen, Conor Klaers, Ariel Spektor, Shafan Khan, and Jordan Grove
An excellent piece Nathan. The future of sports is one thing but a journalists place in all of that is somewhat harder to imagine and you've covered that brilliantly.