PSA CEO Alex Gough tells SportAccord 2024 that AI is a ‘Game Changer’ for Squash

PSA CEO Alex Gough has described artificial intelligence (AI) as a potential “game changer” for squash as the sport looks to utilise the latest technology to improve fan and player experience.

Gough, who was appointed PSA CEO in 2009, last week spoke at the SportAccord World Sport & Business Summit 2024, a six-day annual gathering of thousands of leading representatives from international sport.

Gough spoke alongside Jay Stuart, Head of Content at iSportConnect and Tom Hardstaff, Co Founder of Capital Block, to workshop attendees on the different possibilities artificial intelligence (AI) presents squash.”

“For squash broadcasting and how the game is played, AI represents an opportunity,” he explained.

He added that SQUASHTV was currently utilising AI to assist in creating highlights to increase SQUASHTV’s capacity to deliver content around the world.

“It’s super exciting, the computing power of these systems is getting more and more powerful as they learn about the speed of players and the ball and what the crowd are engaging with. And it gets better the more it’s used, as it begins teaching itself what makes a great highlight.

“We’ve got a great team and we provide clips and highlights to broadcasters and media partners all over the world. In the past, this has meant a person having to watch an entire match to clip, but with the development of AI this can be done far more efficiently, saving a lot of labour that will allow us to do more elsewhere.”

Gough also explained that AI technology also presented opportunities to assist in officiating and that this summer, testing would begin on AI systems that could support referees.

“I think we could see a situation where AI could be a game changer in refereeing. Squash refereeing is very subjective and it could be a great tool for officials if they could have the technology there saying “this was a stroke, or a let.”