Using AI responsibly in youth sport

Guidance that outlines clear best practice for responsible use of artificial intelligence (AI) in youth sports, physical activity and leisure. Also includes wording for policies, codes of conduct and communication.

This guidance is for national governing bodies and large-scale sports, physical activity and leisure organisations.

What is AI used for and what are the risks?

Artificial Intelligence (AI) is increasingly being used across the sport sector to enhance coaching, streamline operations and support athlete development. However, using AI also means new duties for clubs, coaches, and governing bodies.

Many AI systems use personal or sensitive data, and therefore, any organisations needs to meet UK General Data Protection Regulation (GDPR) and the Information Commissioner Office’s (ICO) AI and Data Protection guidance. 

Where tools are likely to be accessed by under‑18s, organisations must also meet the ICO’s Age‑Appropriate Design Code (Children’s Code).

Without safeguards and effective human oversight, AI can reinforce bias, make wrong predictions, put privacy at risk, or create safeguarding issues. 

What’s included in this AI guidance 

This guidance outlines clear steps for responsible use by national governing bodies and sports organisations. 

It clearly outlines the risks and challenges of using AI with children and young people in sport and physical activity and provides recommendations for:

• clear and open governance practices, including safer procurement
• conducting Data Protection Impact Assessments (DPIA),
• making sure all decisions affecting young people are still made by experienced and responsible adults,
• carrying out regular accuracy and fairness testing to prevent discrimination,
• training for all staff on data protection, AI limitations and safe communication,
• open communication with staff, parents and young people about how AI is used, what data is collected, and what choices and safeguards exist.

It also includes:

• wording for codes of conduct
• template AI safety policy
• real-life examples of AI in use
• exploration of evidence and research

The aim of this AI guidance

By adopting the guidelines, organisations can be one step closer to using AI to enhance the sporting experience while protecting the rights, wellbeing and safety of every child and young person involved.

Download the AI-use guidance