...Don Lee; Woong Kwon; Iseup Maeng; Minseok Cho; Michael Cottingham Purpose This study aims to investigate how fans respond to artificial intelligence (AI)-personalized sports experiences and how these responses are influenced by their level of identification with a sports entity. Design...

... Sports AI Non-fungible tokens Social class background also influences access to the sport metaverse. Meaningfully engaging in the metaverse requires resources, including quality Internet, VR headsets and the like. These are items not accessible for many in rural communities, people living...