Usage of Artificial Intelligence Technologies in Covering Sporting Events and Sport Egyptian Journalists Attitudes towards it.

Abstract

The study investigates the role of Artificial Intelligence (AI) in transforming sports journalism practices in Egyptian media institutions. It aims to analyze the extent of journalists’ awareness and attitudes toward employing AI technologies in news production, as well as to identify the challenges and future prospects of this technological integration. The study adopts a descriptive–analytical approach, combining both quantitative and qualitative methods. Data were collected through a questionnaire administered to 150 sports journalists representing national, private, and digital newspapers, in addition to 18 in-depth interviews with media and technology experts. The results reveal that most sports journalists possess a general level of knowledge about AI applications, with social media and online courses being their main sources of information. Despite limited institutional training, journalists show positive attitudes toward AI, recognizing its potential to enhance efficiency, accuracy, and content quality. However, major challenges remain, including weak technological infrastructure, insufficient training, and the absence of clear ethical and legal frameworks governing the use of AI in journalism.

The findings also indicate statistically significant differences in journalists’ attitudes based on age and professional experience, with younger journalists demonstrating greater enthusiasm toward AI adoption. Experts emphasized that the future of Egyptian sports journalism will depend on a collaborative model between human creativity and machine intelligence. The study concludes by recommending the establishment of training programs, AI units within newsrooms, and the development of ethical guidelines to ensure transparency and accountability in AI-assisted journalism.