66 2025 TSMA AI empowers the sports industry By Dr. Julia Liao Director of AI R&D Department HuiTong Intelligence Co., Ltd. Preface At the 2024 Paris Olympics, the Nike Air series sneakers worn by athletes not only witnessed the limits of human physical capabilities but also demonstrated the transformative power of artificial intelligence (AI) in the sports industry. These sneakers, combining decades of Nike’s technical expertise with innovative design, are backed by breakthroughs brought about by AI1 technology. Through generative design and data-driven processes, the Nike design team was able to generate and optimize hundreds of design options in a short time, ultimately creating a lighter, more comfortable sneaker tailored specifically for Olympic competitions. This represents not only a successful application of AI technology in sports equipment design but also signals unprecedented innovation and transformation that AI is expected to bring to the entire sports industry. AI is penetrating every corner of the sports industry at an unprecedented speed, from enhancing athletes’ performances and formulating competition tactics to optimizing manufacturing processes, precision marketing, and even knowledge management and transfer. Particularly, the emergence of generative AI has brought revolutionary changes to product design and development, marketing content creation, and other areas, injecting new vitality into the sports industry. However, the application of AI also comes with challenges. Issues such as technological barriers, data privacy, and talent development need to be addressed and solved jointly by the industry and government. Taiwan, as an important player in the global sports industry, especially with its rich experience and technological accumulation in traditional manufacturing, faces the dual pressures 1 Nike brings AI-generated shoes to life! From Paris to Shanghai, Nike presents innovations for the 2024
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