Regulating artificial intelligence

What does this mean for businesses utilising AI in sport?

Both on and off the pitch, AI is being applied to sport in a variety of ways, whether it be biometric surveillance in stadiums, injury prevention and prediction, scouting and recruitment, athlete performance analysis, or fan engagement (and you can read more about these in our article).

• Companies utilising AI should keep abreast of these regulatory developments, and design their future products with an understanding of the UK White Paper principles and the AI Act in mind as applicable.
• Whilst there are diverging regulatory approaches being taken across the globe at a fast pace, for those organisations servicing the UK market, principles established under existing data protection and intellectual property laws in particular should remain central to the strategy.
• Businesses should conduct comprehensive AI system reviews looking at their current systems and technologies and territorial applicability to understand what their own roadmap of compliance may look like.