Sports is at the forefront of discussions about how best to implement artificial intelligence tools in the media realm, but still there is little proof that the technology can be applied as a revenue-generating opportunity, rather than another cost-cutting exercise rooted in automation. The advent of agentic AI will change that, eventually (see separate story this week), though we are still at the toe-dipping stage of this next revolution. Looking at live deployments in the field, this efficiency sentiment is true of an AI-based sports technology overhaul taking place in Germany, where the country’s DFL Deutsche Fußball (soccer) league has tasked ServiceNow—an IT asset management firm reinvented as an AI pioneer—with becoming its official workflow partner to improve automation and efficiency.…