ADOPTION OF AI IN RACE AND MARATHON EVENT MANAGEMENT: A CASE STUDY IN SERBIA

This study investigates the adoption of artificial intelligence (AI) among marathon and race organizers, evaluating their familiarity with this technology and its potential benefits in event management. A survey was conducted among 25 marathon and race organizations across Serbia, with responses received from 14 organizations. The results showed varying levels of familiarity with AI, alongside diverse perspectives on its effectiveness in event management. While some organizers believe AI improves efficiency in organizing and managing events, others remain skeptical due to limited exposure. The findings suggest that AI integration into marathons and races in Serbia is in its early stages, though there is a growing interest and recognition of AI’s potential. Key metrics, such as the competency and readiness levels for AI adoption, averaged 3.4 and 5.6 (on a scale of 1-10), respectively. The study concludes that AI's full potential remains largely unexplored by most organizers.