1. Our approach to AI
Sportzadda uses artificial intelligence as a tool to serve fans better — not to replace journalists. AI accelerates the routine so our newsroom can spend its time on judgement, reporting and analysis that only people can do. Every use of AI operates within our Editorial Policy.
2. Where we use AI
- Match recaps and data stories: drafting first versions of scorelines and summaries from structured, official data.
- Statistics and insights: surfacing notable stats, trends and win-probability context.
- Personalisation: tailoring your feed, notifications and newsletters to the sports and teams you follow.
- Translation and localisation: making content available across the languages we support.
- Headlines and summaries: proposing options that an editor selects and edits.
3. Where we do not use AI
- We do not publish fully automated articles without human review.
- We do not use AI to fabricate quotes, sources, images or events.
- We do not let AI make final editorial or corrections decisions.
- We do not generate photorealistic images of real people passed off as genuine.
4. Human review — every time
This is the heart of our AI-first-but-approved principle. Before any AI-assisted content reaches you, a qualified human editor reviews it for accuracy, fairness, tone and context, and takes responsibility for publishing it. If it does not meet our standards, it does not go out.
5. Labelling
Where AI has materially contributed to a piece, we display a clear label — such as “AI-assisted, human-reviewed” — so you always know how a story was made. Content written entirely by our journalists carries no such label.
6. Accuracy and accountability
AI can make mistakes, so we treat its output as a draft to be verified, never as a source of truth. The same corrections process in our Editorial Policy applies to AI-assisted content. A named editorial team remains accountable for everything we publish.
7. Data and privacy
Our use of AI complies with our Privacy Policy. We do not feed your personal messages or private account data into third-party models to train them, and we apply appropriate safeguards to the tools we use.
8. Feedback
Spotted something that seems off, or have questions about our use of AI? Tell us at ai@sportzadda.com or through our contact page. We'll keep this disclosure updated as our practices evolve.