IKE UME
Ike Ume is a project professional and AI researcher with experience in the Telecoms, Finance, and Travel industries. He holds an MSc in Project Management from the University of the West of Scotland and a bachelor’s degree in Business Administration from the University of Abuja. His current research interests include ‘The trends influencing the adoption of AI-based technologies by PMOs in the United Kingdom’. He can be reached at ike.ume14@gmail.com
We’ve heard about it and are now experiencing it, and we are wondering where the next advancements in artificial intelligence (AI) will take modern life. Microsoft Azure defines Artificial Intelligence as a consistent process where a machine detects, imitates, and responds to human behaviour and intelligence through recognition, learning, reasoning, and action based on pre-set data inputs. The impact of AI permeates almost every aspect of modern-day life, from Its advancements in Health to how it’s changing how we move from point A to B, to even Helping us decide what to eat. Artificial intelligence has eaten into one of the oldest and most heavily guarded industries, Professional Football.
The most popular and followed sport worldwide might have its roots in mid-19th Century England. But its influence has spread worldwide, and it is a multi-billion-dollar industry, a global phenomenon that has a huge multiplier effect on businesses in its vicinity. The game is a physical event at its core (and still retains some of these aspects to date). However, the application of AI is helping to shape the way regulatory bodies manage the game.
Racism and Other Forms of Discriminatory Behaviour:
Racism and Discrimination are one of society’s oldest problems, prevalent in every walk of life, from more passive-aggressive and Institutionalised racism to the more interpersonal and physical racism experienced by fans and players during football matches. There have been multiple instances of discriminatory slurs chanted and racist gestures made during matches. Football regulatory bodies have aimed at targeting and imposing various degrees of punishment on offenders, with varying results. However, there is still the need to do more; this is where artificial intelligence can provide a helping hand. The business and marketing departments of sporting organisations have embraced AI. Facial recognition AI like Apple’s “Face ID” and Amazon’s “Rekognition” is already used in American sports arenas. However, football clubs can use this technology to track offending fans as there is proof of their use in fighting crime in other areas of life.
This approach has its supporters, as Immigration agencies in America have employed Facial ID products at their borders. However, that has come with its challenges, as Rekognition and other facial recognition AI have been accused of gender and racial bias, as studies have shown. While this can be a viable solution to the issue of racism and discriminatory behaviour if appropriately applied, football organisations and governing bodies implementing such technology on a large scale could lead to various problems.
The first significant issue with this method is the legal ramifications. These legal ramifications come from the challenges of getting the legal green lights from National Football associations, club management, and stadium/arena management to implement these solutions. Another legal headache surrounding this idea is the ongoing case of Data Privacy laws, as there are continuing concerns about how companies use their customers’ facial features and other personal data. While it is possible to use facial recognition systems to investigate racial incidents at football games by identifying the offenders, the results aren’t always accurate. Thus, Football clubs can open themselves up to expensive and socially damaging lawsuits.
The second issue would be the cost of setting up and implementing these technologies, as staff will need to be hired and trained on how to use these technologies. These would come at a significant cost as the technology and human resources required to ensure its seamless application are expensive to use and maintain. However, it is arguable that the opportunity cost of football clubs not looking for innovative ways to reduce discriminatory chants in the stands could become even more significant than just bad PR and a slap on the wrist. During FIFA’s 48th Ordinary Congress, its president, Gianni Infantino, called for a match forfeiture against a team whose fans make discriminatory chants and gestures in games. A forfeiture automatically counts as a 3-0 loss to the offending team, and the three points lost pose a significant setback considering the financial incentives and sporting consequences (qualification for continental competition and relegation) for final league positions.
As the game of football continues to grow beyond borders, so will the issues of Discrimination. Discrimination cases have increased at the grassroots level and on social media, even in more developed societies. As technology and Artificial Intelligence continue improving, it is time for companies to embrace AI for purposes other than improving their bottom line.
- business a.m. commits to publishing a diversity of views, opinions and comments. It, therefore, welcomes your reaction to this and any of our articles via email: comment@businessamlive.com
