AI is hitting consumers faster in sports than almost anywhere else, and PGA of America GM Rob Smith argues that’s exactly why the industry has become a real-world testing ground for emerging technology. In this episode, Rob digs into how AI is already reshaping day-to-day work, what “anticipatory” AI could look like when it earns a seat at the event-ops table, and why the real shift is carving out time to train these tools.Rob also walks through how the PGA of America brought digital media rights in-house and built a modern digital org from scratch: websites, apps, social, YouTube, and championship coverage—into a lean team operating across major moments like the PGA Championship and Ryder Cup, and how their next wave of innovation centers on the attending fan journey.In this episode, you’ll hear:What AI is changing in day-to-day roles inside of sports organizationsThe ripple effects of bringing media rights in-house for the PGA of America’s digital teamHow the Ryder Cup pulls off a single digital experience across two continents, multiple broadcasters, and competing teamsWhy fan experiences are shifting toward a “concierge model,” powered by AI-driven planning and recommendationsWhat younger audiences expect from modern sports content, and how automation and short-form distribution are reshaping golfResources and Links:Connect with Rob Smith on LinkedIn.Learn more about Next League on our website and LinkedIn. We are leading sports organizations into the digital future.

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