Spor Yönetiminde Yapay Zekâ Kullanım Alanları, Fırsatlar, Riskler ve Yönetsel Çıkarımlar Üzerine Bir Literatür Değerlendirmesi

Öz

Bu çalışmanın amacı, yapay zekânın spor yönetimindeki kullanım alanlarını, potansiyel yönetsel katkılarını, sınırlılıklarını ve etik boyutlarını güncel literatür doğrultusunda değerlendirmektir. Araştırma, geleneksel anlatı türü literatür taraması yöntemiyle gerçekleştirilmiştir. Bu kapsamda 2023–2026 yılları arasında yayımlanan, yapay zekânın spor yönetimindeki kullanımını doğrudan inceleyen çalışmalar ile spor alanındaki yapay zekâ uygulamalarının yönetsel sonuçlarını değerlendirmeye imkân veren destekleyici araştırmalar incelenmiştir. Belirlenen ölçütler doğrultusunda 16 hakemli akademik yayın ve konuyla doğrudan ilişkili bir akademik ön baskı olmak üzere toplam 17 özgün çalışma değerlendirmeye alınmıştır. Çalışmalar; amaçları, yöntemleri, ele aldıkları yapay zekâ türleri, uygulama alanları, temel bulguları, yönetsel katkıları, sınırlılıkları ve etik değerlendirmeleri bakımından karşılaştırılarak yorumlayıcı biçimde sentezlenmiştir. Bulgular, yapay zekânın spor yönetiminde karar desteği, kurumsal veri yönetimi, içerik üretimi, spor pazarlaması, taraftar etkileşimi ve spor yönetimi eğitimi açısından çeşitli fırsatlar sunduğunu göstermektedir. Bununla birlikte bu uygulamaların karar kalitesi, verimlilik, gelir ve paydaş memnuniyeti üzerindeki etkilerini doğrudan inceleyen ampirik kanıtların sınırlı olduğu belirlenmiştir. Veri güvenliği, algoritmik önyargı, açıklanabilirlik, yanlış bilgi üretimi, hesap verebilirlik ve insan denetimi, literatürde öne çıkan başlıca risk alanlarıdır. Sonuç olarak yapay zekânın spor yönetiminde tamamlayıcı bir karar ve uygulama desteği sağlayabileceği; ancak kurumsal faydaya dönüşebilmesi için veri altyapısı, yapay zekâ okuryazarlığı, etik yönetişim ve insan denetiminin birlikte geliştirilmesi gerektiği değerlendirilmiştir.

Anahtar Kelimeler

• Etik Yönetişim
• Literatür Değerlendirmesi
• Spor Yönetimi
• Yapay Zekâ
• Yönetsel Karar Verme

Artificial Intelligence in Sport Management: A Literature Review of Applications, Opportunities, Risks, and Managerial Implications

Öz

This study aims to evaluate the application areas, potential managerial contributions, limitations, and ethical dimensions of artificial intelligence in sport management based on the current literature. The study employed a traditional narrative literature review approach. Within this scope, studies published between 2023 and 2026 that directly examined the use of artificial intelligence in sport management, along with supporting research that enabled an assessment of the managerial implications of artificial intelligence applications in sport, were reviewed. Based on the predetermined criteria, 17 original studies, comprising 16 peer-reviewed academic publications and one directly relevant academic preprint, were included. The studies were comparatively examined and interpretively synthesized in terms of their objectives, methodologies, types of artificial intelligence addressed, application areas, principal findings, managerial contributions, limitations, and ethical considerations. The findings indicate that artificial intelligence offers various opportunities in sport management, including decision support, organizational data management, content generation, sport marketing, fan engagement, and sport management education. However, empirical evidence directly examining the effects of these applications on decision quality, efficiency, revenue, and stakeholder satisfaction remains limited. Data security, algorithmic bias, explainability, misinformation, accountability, and human oversight emerged as the principal risk areas identified in the literature. In conclusion, artificial intelligence may provide complementary support for managerial decision-making and organizational practices in sport management. However, transforming this potential into organizational value requires the coordinated development of data infrastructure, artificial intelligence literacy, ethical governance, and human oversight.

Anahtar Kelimeler

• Ethical Governance
• Literature Review
• Sport Management
• Artificial İntelligence
• Managerial Decision-Making

Kaynakça

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