Saudi Arabia’s state-backed artificial intelligence champion HUMAIN has announced a strategic investment to expand into the sports technology sector by acquiring a controlling stake in London-based sports AI firm ai.io. The deal was unveiled at a high-profile event in Riyadh and marks HUMAIN’s second major investment since its launch in 2025 under the Public Investment Fund (PIF), following a backing of Luma AI’s $900 million fundraising effort.
ai.io is a UK-headquartered company specializing in AI-driven motion capture and performance analytics tools used for athlete scouting, development, and performance enhancement. Its technology — including a mobile motion-capture platform and talent analysis applications — has already seen adoption by major sports organizations, particularly in football and other professional leagues. Under the new arrangement, ai.io’s products and expertise will be folded into HUMAIN Sport, a dedicated vertical within HUMAIN focused on AI solutions for the full sports ecosystem.
The launch of HUMAIN Sport aims to apply advanced AI technologies to broaden participation in sport, enhance athlete development, and improve performance outcomes at all levels — from grassroots to elite competition. The integrated platform will support coaches, athletes, sports organizations, and even fans with data-driven tools and insights, leveraging ai.io’s existing products alongside HUMAIN’s global AI infrastructure and deep-learning capabilities.
This move reflects Saudi Arabia’s broader strategy to position itself as a global hub for artificial intelligence across diverse industries, aligning with the nation’s Vision 2030 objectives to diversify the economy and stimulate innovation. By bringing AI into sports technology — a sector with vast global appeal — HUMAIN is tapping into new markets while showcasing how AI can transform performance, talent identification, and engagement in athletics worldwide.
