Artificial intelligence is rapidly reshaping how broadcast and video streaming services are distributed and monetized. As broadcasters and streaming providers seek new ways to enhance the viewer experience, drive efficiency and unlock revenue potential, AI is a core enabler.

This paper explores recent breakthroughs in AI designed to elevate live sports streaming and monetization. It will describe how AI models can automatically detect natural ad breaks within live feeds and generate SCTE-35 markers in real time, creating monetization opportunities even for content lacking traditional ad cues. By learning patterns of motion, crowd reaction and scene composition, AI engines can identify high- and low-action segments in live sports streaming, dynamically triggering in-stream advertising and unlocking new monetization models.

Furthermore, the paper will examine AI approaches for extracting contextual metadata from video and audio content. When combined with automation technologies, such as speech-to-text subtitle generation, multilingual translation, voice cloning, and over-dubbing for localized commentary, these methods can help sports rights holders and streaming platforms broaden accessibility, reach new audiences and elevate engagement. Integrating contextual data enables smarter real-time highlight creation and more personalized on-demand replay generation.

Another major area of focus is elevating video quality with AI, including super-resolution upscaling from HD to UHD. This innovation allows video service providers to deliver UHD experiences while minimizing costs.

Collectively, these AI advancements represent a shift from rule-based video processing to intelligent, self-optimizing systems capable of analyzing, enriching and monetizing live content at scale. An outlook on how AI will continue to transform live sports streaming and monetization will be shared, paving the way for a new generation of efficient and revenue-optimized media workflows.