Challenges and opportunities in higher education: the use of artificial intelligence in sport management subjects

Purpose This paper explores the effects of artificial intelligence (AI) on university teaching in sport management subjects. It investigates how AI-driven tools, such as ChatGPT, Copilot, and other generative systems, are reshaping pedagogical models, fostering innovation in curriculum design, and enhancing the personalization of learning experiences within higher education institutions. Design/methodology/approach A qualitative research design was adopted, involving semi-structured interviews with 17 professors from eight European universities offering sport management programs. Data were analyzed using thematic content analysis with AI-assisted coding through MAXQDA software to identify key dimensions of educational transformation, faculty perceptions, and ethical concerns. Findings Results reveal that AI enhances personalized learning, supports data-informed decision-making, and facilitates real-time feedback in sport management education. Educators view AI as a valuable tool for simulating real-world scenarios, optimizing resource management, and improving student engagement and creativity. However, persistent concerns emerge regarding ethical governance, data privacy, and the potential over-reliance on AI-generated content. The study emphasizes the urgent need to strengthen AI literacy, ethical awareness, and institutional guidelines for responsible adoption. Originality/value This research is among the first to examine AI integration in sport management education from a European academic perspective. It contributes by linking theoretical insights on AI pedagogy with practical applications, highlighting the ethical and professional implications of emerging technologies in a digitally transforming field.