AI in sport guidance

Risks and challanges when using AI in sport

Al describes a range of techniques that enable computers to recognise patterns, make predictions, or create content. When used well, Al can enhance coaching quality, safety, and inclusion, but only when paired with strict safeguards and human oversight. Children's wellbeing always needs to be put first.

Research does not say AI should be banned from youth sport, but instead, highlights substantial risks, such as privacy concerns, bias, accuracy, and governance gaps. It suggests that AI should only be used with strong safeguards and meaningful human oversight.

Risks include:

• processes personal or sensitive data without lawful consent or appropriate security
• using apps or platforms that do not meet the ICO's Children's Code
• staff pasting sensitive data into public AI tools, which may use the data for training or could risk being leaked
• generative or chat AI tools producing inaccurate, unsafe or biased advice
• content being misused for bullying, harassment or extortion

Read more about these risks and how to mitigate them in our full guide to using AI responsibly in youth sports. 

Responsible use of AI in sport

This applies whether you're a large national governing body or a single club. 

Responsible use includes:

• procurement - you should have minimum standards for your AI suppliers or apps
• clarity - be clear about why you are using AI and that it's the right solution to your problem
• data protection - identify risks to children and choose the least intrusive option to minimise risks
• record keeping - keep an AI-use register listing all of your tools, purpose, data and safeguards
• human oversight - check that your AI works fairly for diverse groups, is overseen by trained professionals and all important decisions are made by humans
• training - provide regular training for anyone using AI
• openness with families - families should understand why you're using AI 
• safeguards for physical environments - cameras must never record private spaces, automatic settings should be turned off and there should be alternatives for those not wishing to use AI

You should have in place an AI policy, either stand-alone or included in your online safety and safeguarding policies. 

AI should enhance, not replace, human judgement in youth sport. Read more about how to use AI responsibly in our full guide to using AI responsibly in youth sports. 

Talking to coaches or welfare officers about AI

Coaches and welfare officers play a key role in making sure AI is used safely, fairly and transparently on a day-to-day basis in your club or organisation.

They are likely to be the first people families turn to with questions about AI use, data privacy or safeguarding concerns. If they are using any AI platform, they are responsible for making sure they abide by your organisational AI policy.

When talking to coaches or welfare officers about AI, focus on:

• how technology supports, not replaces, their expertise and responsibility
• what each AI system is for (for example video tagging, admin support)
• how it fits into your safeguarding and coaching approach
• how they can report harmful AI results, accidental uploads or misuse ofimages, and when to escalate concerns to the designated safeguard lead, the data protection officer or the ICO
• how to seek approval for using a new digital tool that uses AI

Make sure they have received training on risk assessments, DPIAs, using AI responsibly in your organisation, they feel confident in talking to families about it and using any technical equipment.

Talking to parents and young people about AI

Everyone values clarity, choice, and reassurance. You are using AI to help your club and improve the children’s experience of sport. Explaining this will help everyone trust that you are putting children’s safety and wellbeing first.

When introducing AI at your club or organisation:

• explain why you are using it
• explain what data you will use and that they have a choice
• reassure them that people will be making decisions
• signpost to advice
• offer simple routes for questions 

AI in sport is developing quickly, and your organisation’s approach should evolve too. Regular check‑ins with staff, volunteers and families help make sure your practices remain up-to-date.

Find example codes of conduct, AI safety policy templates and research in our full guide to using AI responsibly in youth sport.