"AI bias may reinforce gender disparities in media coverage, but AI-powered tools have empowered women athletes as content creators and assisted women's leagues in their workflows as AI companies turn to women's sports to showcase products. Let's explore AI's good and bad as it rapidly shapes women's sports."
"Because AI platforms are always trawling the Internet to inform their models, they have the potential to reinforce human bias in media: Women are empirically referenced less in machine learning.In sports, algorithms based on historical engagement may highlight men's sports more often, making women's sports especially vulnerable. However, AI has empowered content creators without access to larger marketing budgets or brand support, allowing them to star in their own high-level content."
Super Bowl ads showcased AI companies and AI-created spots, provoking mixed viewer reactions. AI platforms train on internet data and can reproduce human biases, often underrepresenting women in machine learning references. In sports, algorithms tuned to historical engagement tend to prioritize men's sports, making women's sports vulnerable to reduced visibility. Conversely, AI tools have enabled women athletes and smaller creators to produce high-quality content without large marketing budgets, increasing opportunities for personalized fan engagement and brand partnerships. Some leagues and AI platforms are integrating AI into workflows to demonstrate products and streamline tasks. The interplay of bias and empowerment raises strategic choices for women's sports stakeholders.
Read at Thegistsports
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