Game Changers: AI Integration in Sportscasting and the Evolving Landscape of Sports Media Organizations in the Philippines

Abstract

This qualitative study explored the integration of Artificial Intelligence (AI) in sportscasting within the Philippine broadcasting industry. The research addressed the increasing significance of AI in media, particularly in enhancing efficiency and accuracy in sports coverage. Through semi-structured interviews with five sportscasters from various media organizations, the study aimed to understand the drivers and barriers of AI adoption, as well as the perceptions and attitudes of sportscasters towards AI integration. Using Lewin's Field Theory as a theoretical framework, the study sought to address the following objectives: (1) to evaluate the current impact and trends of AI in sportscasting, (2) to investigate challenges and opportunities in AI integration for sports media organizations, and (3) to examine the perceptions and attitudes of sportscasters towards organizational support for AI integration. The research identified technological advancements and industry recognition of AI's potential as primary drivers for AI integration. However, concerns about preserving the human element and job displacement emerged as significant barriers. Sportscasters expressed a high level of self-preparedness but emphasized the need for organizational support and training initiatives. This study provided valuable insights into the challenges and opportunities of AI integration in sportscasting, emphasizing the need for a harmonious human-AI symbiosis in the broadcasting industry. Recommendations included future exploration of quantitative research designs, larger sample sizes, and comparative analyses to track the long-term impact of AI integration.