Abstract
<jats:p>The role of digital technologies and artificial intelligence (AI) in the modern sports industry is constantly growing. The use of digital technologies with the use of AI allows to optimize many processes: qualitatively improves training and training processes, analytics, statistics on players, refereeing, forecasting the results of sports competitions for scouting and betting business. There are examples of how the use of AI in the analysis of data from sports events can lead to more effective work of the coaching staff in the process of training and preparation of athletes, increase the quality of results and performance of athletes. Modern trends include the use of AI computer vision systems for analyzing video recordings of competitions, games, and refereeing by judges and coaches. The article substantiates the strategic directions of using digital technologies in sports and identifies the prospects for further use of digital technologies and AI in modern physical education and sports, increasing the economic efficiency and attractiveness of sports, and, consequently, attracting a wide range of people and investors to the sports industry.</jats:p>