Watch: Stars use eye-catching AI tracker in Game 4. vs the Oilers

The Stars have embraced AI to capture fans' attention and sell tickets. In late April, Rob Schaefer of the Sports Business Journal reported that Dallas had used AI to produce pregame video opens and improve the resolution of its video board.

"Our key goal for the playoffs, in particular, is to have the most entertaining show in the league," Stars vice president of marketing Joanne Lovato told Schaefer. "Driving those ticket sales, driving people to come into the arena, getting people to talk about our show in general — and then all of that works holistically. What we're trying to do around playoffs is going to be a whole 360 integration."

If Dallas achieves its goal, expect the NHL to follow suit. Forbes' Neil Sahota noted the league is already experimenting with AI.

"Beyond the rink, AI optimizes business operations and marketing strategies for hockey teams," wrote Sahota." These AI algorithms analyze fan behavior and preferences, enabling teams to tailor their marketing efforts and improve fan engagement and revenue streams."

AI's impact on the NHL and other leagues remains to be seen. Still, the groundbreaking technology could soon make its presence felt throughout the sports world.