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With heavy workloads and limited staff capacity, sport organizations are constantly seeking ways to improve efficiency. In recent years, artificial intelligence (AI) tools have become an increasingly popular way for organizations to leverage their capacity.

In this blog, SIRC outlines 3 different AI tools and how they can aid sport organizations’ communications efforts.


DeepL is a free online translation tool launched in 2017. DeepL can be useful for sport organizations that must provide communications in both official languages, and for organizations seeking to reach a target community with specific language preferences.

To use DeepL, one can copy and paste a written text, or upload a PDF, word document, or powerpoint presentation. There are over 30 languages that can be translated.

For organizations that employ professional translators, running documents through DeepL before passing along to a translator can both lower translation costs and speed the process.

When employing DeepL, important documents should always be reviewed by a bilingual reader.


ChatGPT is a predictive text tool that mimics human conversation. Launched in November 2022, the free online tool has already revolutionized workflow for thousands of users from various sectors.

ChatGPT can help sport organizations with the following tasks:

  1. Writing press releases: ChatGPT can be used to generate draft press releases quickly and efficiently. By inputting basic information about a team, player, event or announcement, ChatGPT can generate a first draft for a communications employee to refine and edit.
  2. Drafting social media content: ChatGPT can be used to generate social media posts that are targeted to specific audiences. For example, promoting a game, sharing highlights, or announcing player news.
  3. Crafting messaging: ChatGPT can be used to help brainstorm messaging for various campaigns and events. By inputting key information about a campaign, such as the intended audience and goals, ChatGPT can generate messaging that is tailored to those goals.
  4. Data analysis and reporting: ChatGPT can be used to analyze data from sports events and provide reports that can be used to inform communications strategies. By analyzing data from social media, website traffic, and other sources, the tool can provide insights into what content is resonating with fans and how to improve engagement.

The key to using ChatGPT is to be as specific as possible. For example, providing the data sources or websites that you wish it to pull from, as well as being specific about your target audience and preferred tone of communication.


Similar to ChatGPT, ChartGPT allows the user to input data in the form of text and have it converted into a chart or graph. ChartGPT is a paid service.

ChartGPT can be leveraged by sport organizations to help with:

  1. Presentation visuals: Upload data into ChartGPT and have immediate access to graphs or charts suitable for powerpoint presentations.
  2. Social media assets: ChartGPT can create infographic-style materials that are popular on visual-based social media, such as Instagram.
  3. Research figures: Many sport organizations participate in research-related activities or partnerships, and may need to produce research documentation. Similarly, data can be uploaded to create figures for end of year reports to be submitted to stakeholders or board members.

Exercise good judgment when using AI

AI tools are not infallible, thus they are more effective for getting a start on a project, rather than producing the final, polished product. Content produced by AI should always be diligently fact-checked. OpenAI, the developer of ChatGPT, acknowledges that the tool sometimes writes realistic-sounding, but factually incorrect answers. ChatGPT also has limited knowledge of events that have occurred within the last year (for example, ChatGPT does not know what ChartGPT is).

Final thoughts

AI tools are just that, tools to help people, rather than to replace them entirely. As intimidating as they may seem at first glance, it is unlikely that this technology is going anywhere, so adaptation and leveraging is the best course of action for sport organizations.

For example, portions of this blog were drafted using ChatGPT, and it was translated from English to French using DeepL. It was then edited and refined, and the translation was reviewed, by real humans at SIRC.

The information presented in SIRC blogs and SIRCuit articles is accurate and reliable as of the date of publication. Developments that occur after the date of publication may impact the current accuracy of the information presented in a previously published blog or article.