How AI is changing the game for coaches, teams and organisations…

Don’t worry, coaches you will not be replaced by AI…
You’ll be replaced by another coach using AI!

I recently listened to Steven Bartlett’s ‘Diary of a CEO’ (DOAC) with featured guest Geoffrey Hinton “The Godfather of AI” : ‘I Tried to Warn them, but we’ve Already Lost’. It was thought provoking, terrifying, eye-opening and intriguing all at the same time.

So, what could it mean for coaching..?

The game and coaching has been awash with stats and analysis for years now, with deeper and deeper dives into the nuances of the games, players and coaches becoming a regular occurrence. Even the casual fan has access to a huge amount of data and, depending upon how it is presented, that data can paint all kinds of pictures.
The most obvious use of this data for teams and coaches is creating scouting reports, performance measurables and feedback. However, there is a much deeper layer of usage when we consider the role Artificial Intelligence can play when it has access to that data and we ask the right questions.

How have we been using data so far?

If I go back to my BBL days (now SLB), I remember the early days as an assistant coach when we had sporadic access to video in order to scout teams. (This isn’t the dark ages by the way, this was 2013-14!) I vividly remember meeting up with the then Durham Wildcats head coach, Lee Davie, in a car park in Temple Park to exchange recent DVD’s of games for scouting. When the BBL signed a deal with an online video sharing platform circa 2014/15 (the name escapes me) it was revolutionary for us!

Then came Synergy! The depth of statistics for analysis was astounding and game changing. I remember once preparing a scout report for a trip to (the then) Glasgow Rocks, where a certain bearded small-forward who regularly shot 35-40% from outside was a key part of the report. Preventing him from getting hot from the 3pt line was a priority and diving into Synergy I stumbled across a key stat… after one dribble his shooting percentage dropped to 12.5%! Eureka! It wasn’t just about ‘running him off the line’, there was more to it than that. “Make him dribble” echoed around the arena that night!

So, where does AI come in?

I recently had a call with a well known British basketball guru who was explaining to me the uses they have found for AI. Everything from voice-over videos that sound as if they have been recorded by them to producing content and scouting reports for pro teams, to helping to run community programmes and campaigns. For those who are willing to experiment and put in the initial ground work, the possibilities are endless.

I recently played around with ChatGPT and it was able to plan a 30 week schedule of our Central Venue League and assign officials to the games with the following inputs:
– 172 junior teams
– Name of each teams coach
– 30 weeks schedule over these dates <xxx>, over three courts
– Ensure there are no coach clashes
– These coaches <xxx> also referee, ensure no coach/referee assignments clash
– This is the ability of each referee (1-5), ensure there are 6 ‘ability points’ on each game.
– etc etc etc

Mind blown!

For teams, AI can go far beyond scout reports or KPI’s. It could:
– Formulate game plans tailored to opponents
– Optimize player rotations considering player loading and matchups
– Recommend game scenarios to simulate in practice based on previous performances
– Suggest effective plays against specific defenses by analyzing success rates from similar historical situations
– Predict success rates of tactics based on team strengths and opponents weaknesses

…and much, much more, the list is endless!

It is also true that a coach/staff member could do these things (and much more). But in a short week with limited time and resources, or a low budget team with few or even no assistant coaches, AI can be of incredible benefit with minimal fuss and low cost. <Cue the owners’ ears pricking up>

It won’t get tired.
It won’t have to go to its ‘other’ job.
It won’t have to pick the kids up.
It won’t ask for a raise if it does well.

Its biggest flaw, however, is it needs fuel and it needs good quality fuel. Coaches who have used programmes such as Synergy, or the truly horrendous HUDL, will know the pain of a badly ‘statted’ game. If the input is not correct and consistent the output could be erroneous. If we hang our hat on analysis that is incorrect the owner is not going to fire ChatGPT and bring in OpenAI…

The most logical argument against the use of AI in coaching is most likely that coaching is not a science, it is an art. Us coaches are unique, we are human, we form connections with players and staff and an interface can’t do that. Very true, but as my initial statement implies; “could someone else do all that better, with the help of AI..?” . I think the answer is yes!

Something that we use in our College academy is ‘planned connections’ with players (Part of the MVMT practice planner, info below). While we check-in constantly with every player, every practice and every opportunity, if we feel there is a specific reason to where a more in-depth check-in with a player is required we plan for it.

Pre-game, we have a list of all players with key messages or key prompts specific for them, they can be anything. With the right input, can AI suggest when it is time to turn more focus to a specific player? Could they flag up or head-off potential issues before they arise? Maybe. Its all about the quality of what we input!

My message is this: AI can’t replace the human connection, intuition, or empathy that coaching demands—but it can be a powerful assistant. Whether you’re planning practice, preparing scouts, or managing player relationships, those who learn to harness AI will have an edge.

And players… don’t worry, AI won’t replace you either. But another player using it just might… but thats for another post!

Thanks for reading.

Coach Mac