How algorithms are rewriting the Olympics

The Olympic Games were once defined by sweat, talent and unpredictability.

At the 2026 Winter Olympics in Milan-Cortina, another protagonist emerged: the algorithm. 

Artificial intelligence is rapidly embedding itself in elite sport. According to Fortune Business Insights, the global AI market in sports was valued at $1.22 billion in 2025. It is projected to reach $1.43 billion in 2026 and $5.01 billion by 2034, a 310 per cent increase, representing a compound annual growth rate of 16.9 per cent.

The rationale is straightforward. Data-driven decision-making improves performance and competitive outcomes. 

AI-powered fan engagement tools are expanding just as quickly.

From storytelling to strategy

Predictive analytics is now widely used to anticipate injuries, calibrate training loads and guide long-term athlete development. Cloud-based AI platforms have become mainstream, offering scalable tools to teams and leagues of every size.

During the Milan-Cortina Games, the International Olympic Committee introduced Olympic GPT, a digital assistant designed to answer real-time spectator questions on rules, results and context. 

Behind the scenes, Olympic Broadcasting Services deployed AI systems to catalogue vast video streams, generate automated highlights and enrich footage with metadata and live analysis.

The result is enhanced storytelling: sport amplified by code.

American snowboarder Maddie Mastro used 3D reconstruction powered by multimodal AI to correct a marginal technical flaw. The U.S. bobsleigh and skeleton teams adopted data-driven systems to turn micro-variations into competitive gains. 

Speed skaters employed digital twins to simulate aerodynamic resistance once tested primarily in wind tunnels.

What is emerging is less a trend than a structural shift. Human talent is not replaced. It is extended.