Artificial intelligence (AI) is becoming a transformative force across almost all sectors. For the sport industry, AI could represent the next phase in its ongoing and unique journey toward professionalisation. Recognising this potential, our aim with this editorial is to issue a call to action to the community of aspiring and established researchers associated with this journal. We encourage them to explore the profound effects AI can have forsport organisations, especially those facing the hurdles of professionalisation, alongside constraints in resources and expertise.