AI in Sport – Potential, Ethics, and the Unknowns

At the recent QAS Research & Innovation High Performance Summit, one conversation kept surfacing: AI in sport.

The possibilities are exciting. Imagine using AI to optimise training loads, track recovery, prevent injury, or personalise nutrition. The potential to improve performance is enormous.

But alongside possibility comes responsibility.

• How will AI change the lived experience of athletes?

• Who holds the data, and how is it used?

• What happens to the human voice when technology becomes the dominant one in the room?

Perhaps the biggest question is this: can AI really measure resilience, grit, determination?

These are qualities born through lived struggle. They’re forged in the moments when everything in you wants to stop, but you choose to keep going. They’re felt in the body and carried in the spirit not easily reduced to numbers on a screen.

The truth is, we don’t yet know what the future will look like. What I hope is this: that AI becomes a supportive partner in sport enhancing performance without eroding the very essence of what makes us human.

Because high performance is not just about data. It’s about people.

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