70 2025 TSMA Marketing and Market Promotion The application of AI technology has brought unprecedented changes to marketing. Through data analysis and automation, brands can more accurately reach their target audience, offer personalized product recommendations and services, and continuously optimize marketing strategies through ongoing data monitoring and analysis, enhancing marketing effectiveness. For example, Under Armour uses AI technology to analyze consumer data for precise marketing, increasing ad conversion rates13. The sports e-commerce platform ASICS employs AI chatbots to provide 24-hour customer service, enhancing the user experience. AI Empowers the Sports Industry: Knowledge Management and Experience Transfer In Taiwan’s sports industry, particularly in traditional manufacturing, digital transformation has become an inevitable trend. However, digital transformation is not just about introducing new machinery or software systems; more importantly, it involves digitizing and systematizing the valuable experience and knowledge accumulated by enterprises over the years, to ensure effective knowledge transfer and application. AI technology, especially natural language processing (NLP) and machine learning, provides significant support for this process. Digitalization and Systematization of Knowledge Traditional manufacturing often relies on the experience and intuition of seasoned employees, making this tacit knowledge difficult to document and pass on, and often facing the problem of talent attrition. AI technology can help businesses transform this tacit knowledge into explicit knowledge by establishing structured knowledge bases. For example, through natural language processing technology, AI can analyze a vast amount of documents, reports, and even conversations among employees, extracting key information and experiences and organizing them into an easily searchable and usable knowledge base. Far Eastern New Century, a leading Taiwanese textile company, is a good example14. They have used AI technology to establish a knowledge manage13 Under Armour, Inc. – Digital Transformation Strategies 14 Far Eastern New Century Sustainability Report
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