As artificial intelligence rapidly reshapes elite sport, debate is intensifying over how far the technology should be allowed to go at major global events such as the Winter Olympics. From athlete preparation and judging accuracy to broadcast innovation and fan engagement, AI tools are being embedded across almost every layer of Olympic competition.

The International Olympic Committee (IOC) has outlined an Olympic AI agenda aimed at improving fairness, efficiency and audience experience while safeguarding athlete welfare and sporting integrity. The strategy reflects growing recognition that AI will play a central role in the future of high-performance sport, but must be deployed responsibly.

In Australia, the Australian Institute of Sport (AIS) is preparing responsible-use guidelines to help athletes, coaches and sporting organisations navigate the expanding influence of AI. The framework is expected to address issues such as data privacy, algorithmic bias and the balance between performance optimisation and human decision-making.

Much of the focus is now on the upcoming Milano Cortina 2026, where a range of AI-driven innovations are planned. These include advanced drone footage to capture new viewing angles, AI-powered instant replays designed to analyse complex movements in real time, and an Olympic chatbot capable of delivering personalised information to fans throughout the Games.

Supporters argue these technologies can enhance consistency and transparency, particularly in judged sports where subjectivity has long been a source of controversy. AI-assisted motion tracking and biomechanical analysis, for example, could help judges assess performances with greater precision, while providing athletes with clearer feedback.

In training environments, AI is already being used to monitor workloads, detect injury risk and refine technique through detailed data analysis. Coaches say these tools allow for more tailored preparation programs, helping athletes peak at the right time while reducing overtraining.

However, athletes and experts caution that AI should remain a support tool rather than a replacement for human judgement. Concerns have been raised about over-reliance on algorithms, particularly in judging and officiating, where context, experience and nuance still matter.

“There’s a real opportunity for AI to improve consistency,” one high-performance analyst noted, “but sport is ultimately human. Decisions can’t be reduced to data points alone.”

Ethical considerations also loom large. Questions around who owns athlete data, how it is stored, and whether AI systems could inadvertently reinforce bias are increasingly part of the conversation. The IOC has acknowledged these risks, emphasising that transparency and accountability must underpin any technological rollout.

Broadcast innovation presents fewer ethical challenges but significant cultural implications. AI-driven storytelling tools are expected to personalise viewing experiences, allowing fans to follow favourite athletes, access real-time statistics and receive tailored highlights. While this promises deeper engagement, critics warn it could fragment the shared experience that defines Olympic viewing.

As AI becomes more embedded in elite sport, the debate is shifting from whether it should be used to how it should be governed. With Milano Cortina approaching, the challenge for sporting bodies will be ensuring technology enhances performance, fairness and engagement, without eroding the human spirit at the heart of the Olympic Games.

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