The way fans consume sports has changed faster than most broadcast teams can keep up with. This panel brings together leaders from the world's top sports broadcasters and streaming platforms for an open, expert conversation about how the industry is modernizing its approach to content, from unlocking decades of archived footage to delivering real-time highlights and personalized fan moments at scale. Panelists will share their perspectives on where AI is already reshaping production workflows, what it genuinely takes for AI to understand the language of sport, and how teams are thinking about the balance between automation and editorial judgment.