Magazine : 
Paris Olympics Spotlight AI's Role in Sports, Boosting Opportunities for Indian Tech Firms
The recently concluded Paris Olympics showcased how artificial intelligence (AI) is reshaping the sports industry, from enhancing event operations to elevating fan experiences. The integration of AI was evident across various facets of the Games, ranging from improved venue energy efficiency to advanced athlete engagement tools.
One of the most notable AI innovations was AthleteGPT, a chatbot developed by French startup Mistral, which assisted participants with queries related to venues and guidelines. AI’s impact extended to referees and judges, providing real-time insights and precision that improved decision-making. AI also played a crucial role in audience engagement by generating highlight reels, tracking motion, and augmenting replays. Controversially, AI technology was employed for enhanced security, monitoring camera feeds for suspicious activity in the French capital.
Major tech companies like Intel, Samsung, and Google collaborated with the International Olympic Committee (IOC) and broadcasters to integrate AI into various aspects of the Games. This collaboration highlighted AI’s potential to revolutionize sports events and set a precedent for future applications.In India, the growing prominence of AI in sports is creating significant opportunities for local tech companies. Industry estimates project that the AI in sports market will reach $6.69 billion by 2028, with a compound annual growth rate (CAGR) of 28.8%. The broader sports technology market, valued at nearly $16 billion in 2023, is expected to soar to $68 billion by 2031, reflecting a CAGR of 19.9%, according to Data Bridge Market Research.
Indian IT firms are seizing this opportunity to enhance sports performance and fan engagement. Major players like Infosys, HCLTech, and Tech Mahindra are making substantial strides in integrating AI into sports. These companies are involved in various sports, including tennis, racing, football, cricket, and chess, offering AI-driven solutions such as real-time player statistics, immersive fan experiences, and advanced video coaching.
Infosys, for instance, has partnered with the Formula E motorsport series to provide generative AI-powered real-time insights and driver statistics, enhancing the fan experience. The company has also been instrumental in the digital and AI transformation of major tennis events, including the French Open and the Australian Open. Infosys’ innovations include 3D visualizations of courts and advanced match analysis tools, contributing to a richer viewing experience for fans.In the realm of tennis, Infosys has launched over 30 innovations leveraging generative AI, cloud computing, and mixed reality. Their AI video coaching solutions have engaged over 4,000 players and coaches, demonstrating the technology’s impact on training and performance.
HCLTech, another key player, has forged partnerships with prominent sports organizations such as Manchester United, Cricket Australia, and Scuderia Ferrari. The company provides digital transformation solutions across data engineering, analytics, and AI, driving innovation and elevating sports experiences. Alan Flower, Executive Vice President and CTO at HCLTech, emphasized the profound impact of AI on sports, noting its role in enhancing fan engagement, in-game analysis, and content monetization.
Tech Mahindra is also leveraging AI to transform sports. The company’s initiatives include expanding chess spectatorship and integrating next-generation technologies like metaverse, AI, and augmented reality into the Global Chess League. Peeyush Dubey, Chief Marketing Officer at Tech Mahindra, highlighted the growing demand for data-driven insights in sports, driven by the Internet of Things (IoT) and advanced analytics.
The focus on AI in sports is not limited to performance and fan engagement. The technology is also driving advancements in injury prevention, real-time game analysis, and personalized training. AI’s ability to analyze vast amounts of data and provide actionable insights is offering athletes and teams a competitive edge, optimizing performance and improving training programs.Ankit Bose, Head of Nasscom AI, noted that the global spotlight on AI during major events like the Olympics has heightened awareness of its transformative potential. This increased visibility presents a significant opportunity for Indian IT firms to develop and deploy AI solutions tailored to the evolving needs of the sports industry.
As Indian IT companies, academic institutions, and innovative startups continue to explore the potential of AI in sports, they are well-positioned to capitalize on the growing market. The Paris Olympics have underscored AI’s role in shaping the future of sports, setting the stage for Indian tech firms to contribute to and benefit from this dynamic sector.The convergence of AI and sports is not only revolutionizing the industry but also driving technological innovation and enhancing the overall experience for athletes and fans alike. The opportunities for growth in this field are vast, and Indian tech companies are at the forefront of this exciting transformation.
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