Ever-evolving generative AI brings new, game changing element to sports landscape

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Sports leagues and brands are constantly exploring advancements in technology and its potential impact on their respective end products. Many sports properties work within the content management and distribution space. 

The arrival of ChatGPT and generative artificial intelligence has fast-tracked organizations' critical re-evaluation of the role the technology plays when it comes to enhancing content and altering internal workflows. 

ChatGPT stands for Chat Generative Pre-Traind Transformer, and it primarily acts as a real-time chatbot for users.

AI powers much of the innovative fan engagement experiences now seen across the sports landscape, and generative AI technologies are effectively accelerating the process. As a result, the way sports content is measured has shifted significantly. Content is now evaluated, managed and even consumed differently than it was just a few years ago.

"The (PGA) Tour started to engage in generative AI back in the end of 2022 when we started to see everything emerging with OpenAI and other platforms," Senior Vice President Digital Operations, PGA Tour, Scott Gutterman told Fox News Digital. 

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A sea of Masters chairs at the 18th green during the final round of the Masters Tournament at Augusta National Golf Club on April 14, 2024 in Augusta, Georgia. (Ben Jared/PGA TOUR via Getty Images)

While AI itself has been around for a couple of decades, the current iteration of the technology is relatively new. The game-changing application of generative AI introduces new data points across virtually every industry, including sports. Generative AI has the