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AI to Drive $8.5bn Boost for GCC Sportainment

AI to Drive $8.5bn Boost for GCC Sportainment
  • PublishedDecember 6, 2024

The GCC could see AI-powered advancements generate up to $8.5 billion for its media and entertainment sector by 2030, according to a report by Globant, a leader in technology solutions.

The report, Move Your BUT: Sportainment Edition, explores AI’s transformative potential in sports and entertainment, with the global sports AI market predicted to reach $19.2 billion by 2030. In the GCC, where governments have invested over $65 billion in sports and technology, AI is reshaping fan engagement and boosting operational efficiency.

“The region’s young, tech-savvy population is redefining how sports are consumed, with 77% of Gen Z and 75% of Millennials embracing digital-first, interactive experiences,” stated Federico Pienovi, Globant’s Chief Business Officer for APAC and MENA. “For the GCC, it’s a matter of adopting AI or falling behind in this fast-moving industry.”

AI’s Impact on Fan Engagement

In the UAE, where 89% of people follow sports, AI is revolutionising the fan experience with personalised content and real-time data. AI-driven strategies can deliver four to seven times more revenue than traditional approaches.

However, barriers such as data management challenges and a lack of AI expertise persist. Globally, 59% of sports organisations lack a generative AI strategy, underscoring untapped opportunities.

A Case for GCC Innovation

Globant’s collaboration with LALIGA, which increased app usage by 30% through AI-enabled data integration, highlights the potential for similar success in the GCC. “The region’s investments in digital infrastructure make it well-suited to leverage AI for more personalised and engaging sports experiences,” Pienovi added.

As AI adoption grows, the GCC is positioned to attract international partnerships and cement its status as a hub for sportainment innovation.

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