Abstract

The study aims to explore the impact of artificial intelligence in enhancing the digital value of electronic payment systems for watching sports tournaments in Iraq. Iraq is witnessing rapid development in the field of digital transformation, particularly in the electronic payment sector, driven by government reforms and increasing support from the Central Bank. In this context, AI plays a pivotal role in enhancing the efficiency and reliability of payment systems, particularly in sports entertainment and live streaming of tournaments. This study aims to highlight how AI technologies—such as machine learning and data analytics—can be employed to improve user experience, personalize services, increase security, and develop smart pricing models, thereby enhancing the overall digital value of services provided. The study also addresses the challenges associated with adopting these technologies in the Iraqi environment, such as weak infrastructure, lack of digital awareness, and cybersecurity concerns. It concludes that integrating AI with electronic payment systems represents a strategic opportunity to expand audience participation, achieve higher financial returns, support transparency, and reduce reliance on cash, especially in light of the growing popularity of sports tournaments in Iraq