Arab Sports Media in the Age of Artificial Intelligence: Transformation Features and Professional Adaptation Strategies – An Institutional Analytical Stud
Keywords:
Sports media, Artificial intelligence, Smart newsrooms, Digital transformation, Professional adaptationAbstract
Arab sports media is undergoing profound structural transformations driven by accelerated digital
advancements and the increasing integration of Artificial Intelligence (AI) tools within sports newsrooms.
These developments have reshaped production models, workflows, and professional competencies across
media institutions. This study aims to examine the characteristics of this transformation and to analyze
professional adaptation strategies adopted by Arab sports media organizations. Drawing on the Media
Technological Transformation Theory and the Smart Newsrooms Model, the study employs a qualitative
descriptive–analytical approach and uses a purposive sample of three institutions representing different
levels of digital maturity: beIN SPORTS (advanced), Al Kass Sports Channel (medium), and
DzairSport/SportDZ (emerging). Findings reveal a significant digital gap in AI integration levels (60%,
30%, and 10%, respectively), and show that successful AI-driven transformation requires a synergy
between algorithmic automation, continuous professional training, and strong human oversight, in addition
to adopting clear editorial and ethical policies governing AI use. The study concludes that AI adoption is
not a mere technical upgrade but a comprehensive institutional and cultural transformation that demands
regulatory, ethical, and capacity-building frameworks to safeguard journalistic values and ensure high-
quality sports content.
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