Bucea-Manea-Țonis, RocsanaPăun, Dan G.Coelho, Ana SofiaUrdeș, LauraMihoreanu, LarisaMartins, Oliva M.D.2025-07-072025-07-072024Bucea-Manea-Țonis, Rocsana; Păun, Dan G.; Coelho, Ana Sofia; Urdeș, Laura Mihoreanu, Larisa; Martins, Oliva M.D. (2024). Ethical challenges using technology insport competitions. In XXXI Congreso Internacional European Business Ethics Networks. Cáceres978-84-126475-9-4http://hdl.handle.net/10198/34650AI has become a significant tool in various fields, including medicine, business, entertainment, and sports. However, the study of AI in sports is still in its infancy, particularly in terms of ethics. While AI can improve performance, it also raises ethical concerns about fairness and access to technology (Resseguier & Vfert, 2023, West et al., 2021). This research aims to evaluate the main challenges and potential drawbacks of technology introduction in sports (Carrio, 2023), focusing on measures to prevent overuse. To better understand how technology can be accessible to all participants without compromising aspects related to fairness (Serrano-Durá et al., 2021; Grady, 2023), the ethical concept of this research involves the responsible handling of data and the secure storage of sensitive information (DataProtect) (Sun et al., 2022; Grady, 2023). Our survey was inspired from research that uses a mixed methods approach, combining quantitative and qualitative methods, to provide a comprehensive understanding of how these technologies enhance operations in the sports industry. The study uses a quantitative survey of 21 sports organizations to examine their adoption rates and perceived impacts on performance, injury reduction, and operations improvement (Yufei, 2024). A descriptive quantitative study was conducted using a questionnaire, specifically designed for Romanian coaches, to understand the dynamic relationships between technology use and performance. The study aims to improve understanding of the dynamic relationships between technology use and benefits, and promote long-term commitment through successful measures. The introduction of technologies like AI, AR, and VR in sports can improve performance, but not all athletes have access to these resources, raising ethical concerns about fairness and data protection. To promote stakeholder involvement and long-term involvement, it's crucial to understand the challenges and drawbacks of technology use in sports. Quantitative descriptive research reveals that the challenges and potential drawbacks of technology introduction influence both measures and the usefulness of these technologies.engTechnology in sportInnovative technologiesVirtual reality (VR)Augmented reality (AR)conference object10.3926/eben24