Susmit S. Gulavani

Whistle meets the algorithm: the impact of AI-integrated VAR on satisfaction, fairness, and trust in soccer officiating

Exposure to AI-integrated VAR improves perceptions of procedural fairness, trust, and satisfaction with VAR, supporting all three hypotheses and contributing to the emerging scholarship on AI-assisted consumer behavior in sport and offering practical implications for leagues, governing bodies, and broadcasters seeking...