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.
