No. 8, pp. 11–11

Published: 28.07.2026

CC BY 4.0

Keywords: digital sport, artificial intelligence, sports identity, sociocultural challenges, modern realities.

Introduction. The analysis of the transformation of sports identity in the context of digitalization and the implementation of artificial intelligence (AI) technologies demonstrates the active penetration of the latter into the spheres of sports activities, while sociocultural challenges shift the focus from traditional physical activity to virtual forms of sports interaction, including esports, the use of fitness trackers, AI coaches, and digital platforms.

The aim of the study is to identify and systematically analyze sociocultural transformations based on an interdisciplinary approach integrating pedagogy, sociology of sport, and philosophy of technology, as well as to identify the key aspects of the formation of "digital sports identity".

Methodology and organization of the study. The research is based on an interdisciplinary approach. The following methods were applied: theoretical analysis of scientific literature on AI in education and sports identity; comparative analysis of traditional and digital forms of sports practice; phenomenological analysis of the transformation of corporeality and subjectivity in interaction with AI systems; synthesis and generalization of empirical data from international and domestic sources for 2023–2025. The study involved 580 respondents (aged 14–35) actively engaged in sports, of whom 125 are professional athletes. The study was conducted at sports events in the Siberian Federal District.

Results and discussion. Sports identity in the digital environment acquires a fragmented, algorithmic character, in which the central role is played not by physical achievements, but by data, metrics, and virtual avatars. In the digital paradigm, identity is constructed based on feedback from AI systems: recommendations, efficiency, and visualizations of progress. The paradox of digital inclusivity has been revealed: on the one hand, AI expands access to sports activities for people with disabilities and those not involved in sports; on the other hand, it exacerbates social inequality between "digital natives" and those lacking technological skills. This raises issues related to personal autonomy, the privacy of biometric data, and the formation of "objectified" subjectivity. These transformations require a rethinking of the goals of physical education.

Conclusions. The digitalization of sports gives rise to a new form of sports identity, where traditional values—physical superiority, discipline, etc.—give way to the logic of data and virtual interaction. The transformation brings both opportunities (new forms of motivation, inclusivity, etc.) and risks (loss of the anthropological depth of sports, dependence on technological platforms, etc.). A dual role of AI is emerging: as a tool for expanding the accessibility and personalization of sports, and as a factor in the deformation of traditional pedagogical norms.

References

1. Polyshkevich O.A., Ivanov R.V. Prosotsial'nye praktiki v sportivnoy deyatel'nosti [Prosocial practices in sports activities]. Teoriya i praktika fizicheskoy kultury. 2023. No. 2. P. 50.