Great Britain’s Olympic and Paralympic teams will need to adopt artificial intelligence and increase collaboration across sports to sustain their success at future Games.
UK Sport chairman Nick Webborn said innovation and smarter working would be essential if Britain wants to remain competitive on the global stage, especially as rival nations continue to close the gap.
Britain finished with 65 medals at the Paris 2024 Olympics, matching their tally from London 2012. However, the number of gold medals dropped to 14, leaving Team GB seventh in the medal table — their lowest position in two decades, according to UK Sport data.
Using AI to stay competitive
Webborn said artificial intelligence could play a key role in areas such as talent identification, injury prevention and athlete protection from online abuse. UK Sport recently announced AI-based measures aimed at safeguarding athletes from digital harassment, according to UK Sport.
He added that sharing information between different sports bodies is improving and must continue if Britain is to “convert silvers into golds” and climb the medal table.
Paralympic success and growing pressure
Britain’s Paralympic team finished second behind China at the Paris Paralympics, winning 49 gold medals, as per PA Media figures. Webborn acknowledged that competition is intensifying but said innovation and collaboration remain British strengths.
He highlighted closer cooperation between Olympic and Paralympic programmes as a major positive development.
Athlete welfare beyond medals
Webborn also stressed the importance of preparing athletes for life after sport. He said success should be measured not only in medals but in how athletes leave the system — confident, valued and supported, according to comments shared with BBC Sport.
UK Sport previously faced criticism over its medal-driven funding model following athlete welfare concerns after Rio 2016, leading to reforms focused on duty of care.
Looking ahead to future Games
UK Sport has not yet set medal targets for the upcoming Winter Olympics in Milan-Cortina, though early-season performances have been encouraging, according to UK Sport officials.
Webborn also said hosting another Olympic and Paralympic Games remains an aspiration, with a potential bid around 2040, possibly involving multiple UK cities.
He added that major sporting events can help restore national pride during challenging economic times, as stated in an interview with BBC Sport.
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