Creative Machinas

Creative Machinas

machina.mondays // Eyes on the Ball, Brain in the Cloud

AI has burst onto the sports field, changing the game on every level. It’s calling plays, picking dream teams, and helping athletes train like superheroes. Now, the real MVP might be the machine.

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Nigel Horrocks's avatar
Justin Matthews and Nigel Horrocks
Jul 20, 2025
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In this Issue: Sport is no longer just played — it’s computed. AI is transforming how games are played, judged, and consumed, raising fears of predictable outcomes. Plus: Delta’s AI fares, Amazon’s robot milestone, Google’s glitchy fashion app, and Microsoft’s medical AI.

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We Used to Watch Sports. Now It Watches Us

Killing the Kick: When AI Knows the Score Before You Do

The age of AI-augmented sport isn’t coming—it’s already here, recalibrating how games are played, judged, and consumed. But as data-driven precision invades every moment of action, it forces us to confront an uncomfortable question: can sport remain thrilling when everything becomes knowable?

Artificial intelligence is reshaping sports at an unprecedented pace, promising smarter decisions, hyper-personalised fan experiences, and fairer officiating. Yet, beneath these technological trium…

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