Abstract
As artificial intelligence (AI) continues to evolve, its influence across professional fields, including athletic communications, demands closer examination. Despite extensive research in journalism and public relations, scholars have largely overlooked AI’s role in collegiate athletic communications. To address this gap, this study surveyed professionals from the Northern Sun Intercollegiate Conference (NSIC) to explore current use of AI and aspirations for its integration in the workplace. The results of this study show that NSIC professionals generally view AI as a beneficial tool. However, adoptions remain low within both the NSIC and the broader field. Most respondents expressed little concern about AI threatening job security, challenging popular narratives about automation–driven job loss. Instead, the findings indicate that limited AI adoption stems from a lack of moderate levels of AI knowledge, revealing a clear need for education and training. This study emphasized that universities within the NSIC must invest in tools and educational resources to support effective AI implementation. By addressing the current knowledge gap, institutions will better equip athletic communications professionals to embrace AI and enhance job duties within the field.
Date Capstone Completed
4-2025
Document Type
Thesis
Degree Name
Masters of Science in Leadership Education: Sport Management
Department
Leadership Education - Graduate Studies
Advisor
Dr. Raymond Martinez
Location
Winona, Minnesota
Recommended Citation
Gerke, Jared T., "Artificial Intelligence in Collegiate Athletic Communications: Revolutionizing Communications and Collegiate Athletics" (2025). Leadership Education Capstones. 95.
https://openriver.winona.edu/leadershipeducationcapstones/95
Metadata Creation Responsibility
Jared Gerke
Comments
Acknowledgment
To my immediate family, without my roaring audience and forever support, I wouldn’t have legs to stand on or a roof over my head. I love you.
To the professors in my undergraduate and graduate programs, thank you for always pushing me to better myself and never letting me settle for anything less than the best for myself.
Finally, a very special thank you goes to my fiancé for being my rock during this journey. Your love, patience, and unwavering support – especially during the long nights and stressful moments – have meant everything to me. I couldn’t have done this without you.