Artificial Intelligence–Enhanced Analytics in Sport Communication: Advancing Environmental Sustainability Through Stakeholder-Centered Strategies

This study explored how artificial intelligence (AI) –enhanced analytics encompassing predictive data analysis, automated content generation, and message personalization can advance environmental sustainability communication in sport. Using a quantitative design, data were collected from 324 sport stakeholders in China, including athletes, coaches, administrators, fans, and media professionals. Structural equation modeling was used to examine relationships among stakeholder perceptions, adoption barriers, and the effectiveness of AI-driven sustainability messaging. Results indicate increasing acceptance of AI for sustainability promotion, particularly among digitally literate groups, whereas organizational inertia and limited technical expertise remain key constraints. Integrating the diffusion of innovations, stakeholder, and sustainability communication theories, the study developed and empirically tested a comprehensive model explaining how AI acts both as a technological amplifier and a strategic enabler of sustainability engagement. The findings provide theoretical insights for understanding AI-mediated communication and offer a conceptual basis for future comparative studies beyond the Chinese sport context.