Psychological Dimensions of AI Implementation in Taekwondo: A Qualitative Case Study of Coach and Athlete Perceptions

This qualitative case study examined how university taekwondo coaches and athletes perceive artificial intelligence (AI) in sport, with emphasis on the psychological dimensions of implementation readiness. Using convenience sampling, semi-structured interviews were conducted with 23 coaches and 30 athletes competing in inter-university taekwondo championships in Turkey. Data were analysed through qualitative content analysis, and inter-coder agreement was quantified using Cohen’s Kappa. Competition analysis and training support were identified as the most useful applications. Reported benefits included faster feedback, improved athlete monitoring, and more systematic performance analysis, while concerns centred on incorrect guidance, loss of human elements in coaching, and insufficient accountability in AI-supported decisions. Athletes were generally positive about AI-assisted refereeing when it was framed around fairness and visibility, whereas coaches were more cautious when AI was presented as a substitute for core coaching functions. Interpreted through self-determination theory and self-efficacy as sensitising lenses, the findings indicate that AI adoption is most feasible when systems support rather than displace human roles, operate under clear governance and human oversight, and are accompanied by targeted training. The findings are context-specific and provide a basis for further empirical work. The findings of this study contribute to UN-SDG 9 by supporting the responsible adoption of artificial intelligence in sport management.