Digital Transformation in Sports Marketing: The Impact of Artificial Intelligence on Personalization and Customer Engagement

Purpose: In today’s digital age, customers are inundated with many sports marketing messages, prompting businesses to adopt data-driven marketing strategies to minimize dissatisfaction and engage customers on a deeper level. At the core of these strategies lies personalization, a powerful technique that enables sports marketers to tailor their messages and offers according to individual preferences. This study investigates the influence of AI on enhancing personalization and improving customer engagement in this domain. Methodology: Data was gathered using a questionnaire created by the researcher. This was done through simple random sampling from 210 people who are interested in digital sports and digital sports marketing. The research employed a quantitative approach and structural equation modeling (SEM). The model was developed using Smart PLS TM3 software and evaluated in two sections: measurement and structural model. Findings: The results indicated a good fit for the model, with a reported GoF index of 0.44, demonstrating substantial validation power. Findings from 210 respondents revealed that AI technologies can enhance personalization and customer interaction in digital sports marketing. However, challenges such as privacy concerns and dissatisfaction with non-human interactions need to be managed in this process. Originality/value: By emphasizing the integration of AI in digital sports marketing, this research contributes to the literature and provides a robust framework for future studies. As the sports industry increasingly embraces digital transformation, understanding the role of AI in shaping consumer experiences becomes crucial. This study addresses the current research gaps and highlights AI's potential to redefine marketing strategies in a competitive landscape.