45 Taiwan Sporting Goods Manufacturers Association The sporting-goods sector therefore stands at a dual intersection: economic uncertainty and environmental pressure on one side, technological opportunity on the other. AI is no longer a peripheral tool but a central mechanism intertwining with these global forces. This article takes an industry-wide perspective to analyze how AI is reshaping manufacturing, retail, and consumer experience. It explores breakthrough technologies—generative AI, multimodal models, and autonomous agents—and examines how ESG and policy forces interact with these trends. Finally, it outlines potential short-, medium-, and long-term strategies for companies navigating this transformation. In short, it is a panoramic exploration of how AI evolves from technological possibility to industrial inevitability, balancing risk and value creation at the same time. 2. Generative AI: From Content to Design Automation Generative AI (GenAI) has become one of the most influential technological breakthroughs in recent years. It can autonomously generate text, images, and video, redefining the boundary between creativity and production (McKinsey & Company, 2023a). For the sporting-goods industry, its impact is most evident in two areas: marketing and product design. Brands can now use AI to rapidly produce localized, multilingual marketing content, dramatically
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