My Personal lesson – What Do Fax Machines and AI Have in Common?

My Personal lesson – What Do Fax Machines and AI Have in Common?

Introduction: A True Story from My First Company

Let me tell you a quick story that had a deep impact on me, and one I often think about when I see the hesitation around new technologies like AI today.

It was during the early days of my first company, Trevor, my first senior salesman, a sharp and energetic Brit, shared with me a fascinating experience from his time trying to sell one of the most innovative products of that time—fax machines.

Trevor was out there, knocking on doors, excited about this brand-new technology. He would walk into businesses, confident that he had the future in his hands. But when he started pitching fax machines, something astonishing happened. The responses he got were not what he expected.

People would look at him, puzzled, and say, “Who are we going to send it to? No one else has a fax!” Trevor couldn’t believe it—here he was, offering a faster, more efficient way to communicate, but people clung to their old habits. And here’s the kicker: they trusted the Royal Mail.

Yes, the same slow, traditional postal service, despite its inefficiency. “We trust the Royal Mail,” they’d say with complete confidence, unwilling to embrace a technology that was set to transform the way businesses communicate.

This story left a lasting impression on me. It taught me an important lesson about innovation: just because something is new, even game-changing, doesn’t mean people will embrace it right away. The challenge isn’t just in developing the technology—it’s in educating the market and helping them see its value.

Why Are We So Afraid of Innovation?

Fast-forward to today, and we see a similar reluctance when it comes to artificial intelligence (AI) in sports. AI has the potential to revolutionize everything—from how fans experience games to how teams enhance performance and reduce costs—but the resistance remains. Why?

Just like with the fax machine, people are comfortable with what they know. There’s a natural hesitance to step into the unknown, even when the technology promises to deliver massive benefits. In sports, where tradition runs deep, there’s often a fear that technology might disrupt the “purity” of the game or take control away from human decision-makers.

But much like Trevor’s experience, the hesitation around AI is not about the technology itself—it’s about our comfort zones. And just like those early fax machine holdouts, those who resist AI may soon find themselves struggling to keep up.

The AI Revolution in Sports: Breaking Through the Reluctance

Look around, and you’ll see AI already starting to make waves in sports. Teams are using AI to analyze player performance, predict injuries, and even enhance fan engagement through personalized viewing experiences.

AI can simulate different camera angles, give fans real-time stats, and tailor the content they see based on their preferences . Yet, the adoption is still slower than it could be, held back by skepticism and a reluctance to change.

It’s the kind of groundbreaking technology that could transform how we experience sports, but only a few are fully embracing its potential. Just like with fax machines, people need to see the long-term benefits before they commit.

The Moral of the Story: Patience, Education, and Persistence

The lesson Trevor taught me still applies today. Innovation doesn’t fail because the technology isn’t good enough—it struggles because people aren’t ready to leave their comfort zones.

Just as fax machines eventually became essential for businesses, AI will become indispensable in sports. But getting there requires patience and education. Sports leaders need to understand that AI isn’t about replacing the human element; it’s about enhancing it, making everything more efficient, engaging, and cost-effective  .

Clubs that adopt AI now will gain a competitive edge. We’ve already seen examples where AI integration has transformed performance on the field and revolutionized fan experiences . For instance, UFC’s use of AI to streamline content production is a prime example of how technology can boost efficiency without sacrificing quality .

Trevor’s story of the fax machine reminds us that innovation always meets resistance at first, but those who embrace it early reap the rewards. AI is no different. Yes, it’s new, and yes, it can seem intimidating. But those who take the time to understand its potential—and educate their teams and fans about it—will be the ones who come out on top.

Call to Action: Don’t Wait for the World to Catch Up

The AI revolution is already transforming the sports industry, from the pitch to the screen. The question is: will you be one of the leaders who adopts it early, or will you be the one still trusting the “Royal Mail” while everyone else moves forward?

Especially for that, we’ve created an AI Showcase Event, which will present the top 10 AI solutions that are already creating real impact in the game.

If you’re a sports brand or sport property executive and haven’t secured your spot yet, you could miss a great opportunity to see what’s already working and how these solutions can serve you in your way forward.

You can Register Here.

Stay tuned for more,

With love for sports and Innovation,

AR