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Celebrating Women Trailblazers in Sports-tech on International Women’s Day
XV celebrates the women trailblazers redefining sports, entertainment, fitness, and wellness. With unstoppable passion and fresh innovation, these thought leaders view problems that need solving through a unique lens, delivering amazing solutions that positively impact society. Join us this International Women’s Day in championing a more diverse, inclusive, impactful future for all.
Published on
March 7, 2025


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How Creative AI Is Transforming Live Sport in Real Time
The past 18 months in Sports Technology have been nothing short of mind-bending. This week, XV's Research team explores how artificial intelligence has evolved from a buzzword (very much the case between 2015–2018, when it was largely confined to lab demos) into today’s creative force, shaping live events and sports experiences on a global scale. This is no longer the slow, incremental progress of past technological eras; it is an explosive rebirth, a new renaissance in which reality itself can be rewritten in real time and imagination flows freely across sports fields, fashion runways, retail storefronts and music stages, unbound by the limitations of the past.
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