University of Mohaghegh Ardabili Research in Sport Management and Marketing 2783-2392 7 3 2026 06 01 Faculty Members’ Lived Experiences in Using Artificial Intelligence to Personalize Sports Programs: A Phenomenological Study 83 94 4471 10.22098/rsmm.2026.18648.1511 EN Aida Zamani Assistant Professor of Astara Branch ,Isiamic Azad University, Astara, Iran Mohammad Pourranjbar Associate Professor of Physical Eduction,faculty of Medicine and Neuroscience Research Center, Kerman University of Medical Sciences, Kerman, Iran Journal Article 2025 11 28 <strong>Purpose: </strong>This study examines the lived experiences of faculty members University in using artificial intelligence to personalize sports programs. Given the rapid advances in AI technology in the field of sports, this research focuses on identifying the challenges, opportunities, and impacts of this technology on academic education <strong>Metods: </strong>A qualitative methodology with an interpretive approach was adopted and data were collected through in-depth semi-structured interviews with 12 faculty members. Data analysis was conducted using the collage method and MAXQDA software, which included code extraction, themes, and participant review. Ethical considerations such as informed consent and confidentiality were observed. <strong>Result: </strong>The findings revealed four main themes: including program personalization, harm prevention, immediate feedback, and complex data analysis; challenges and barriers such as high costs, cultural resistance, lack of specialized training, and data security issues; Educational impacts such as increased student motivation, a new approach to interactive learning, and a balance between technology and human relations; and foresight with scenarios such as the coexistence of technology and sports for sustainable development or sudden changes with critical challenges. <strong>Conculion: </strong>The results show that AI as a transformative tool enhances sports performance, but its success requires a multidimensional approach. This research fills a gap in the local literature. Practical suggestions include holding specialized training workshops for professors, investing in university digital infrastructure, formulating privacy policies, and creating a culture for technology acceptance. This study highlights the deep layers of human perception of AI. https://rsmm.uma.ac.ir/article_4471_4decba8878870aefbf9108809d5730fc.pdf