In this conversation, Jon Foote sits down with Richard Edwards, co-founder of sports AI intelligence platform Sportairo, to take stock of where elite sport really is with AI adoption.

They cover the distinction that matters most right now — AI as a tool embedded in your workflow versus AI as a product you occasionally query — and why that gap in understanding is holding teams back. Jon and Richard also dig into the AI story of the 2026 World Cup: FIFA's proprietary tools rolled out to all 48 nations, the governance gap leaving sports organisations exposed, and whether giving every team access to the same technology actually levels the playing field.

The conversation also turns to rugby's place in the global AI landscape, the shift away from social media followings toward owned fan platforms, and what sports leaders should be paying attention to as AI development accelerates between major tournaments.