Artificial Intelligence:
The future of football

Football is no longer just about what happens on the pitch—it’s about the data that flows beneath it. This technological revolution is rapidly reshaping how football is played, managed, and coached. From optimizing training regimens to injury prevention, and from tactical adjustments in real-time to long-term player development, AI is allowing top clubs to gain a competitive edge by using data in ways that were unthinkable just a few years ago.

But AI isn't just a tool for the elite. As AI becomes more accessible, even smaller clubs with limited budgets are finding ways to tap into this powerful technology. The emergence of language models like ChatGPT is offering new opportunities for clubs at all levels, allowing coaches to access tactical insights, personalize training, and enhance their decision-making processes—all without the need for expensive analytics platforms.

In this article, we’ll take an in-depth look at how top clubs are utilizing AI, what’s coming next, and how smaller clubs can benefit from tools like ChatGPT.

AI is transforming how top football clubs approach training, tactics, and player management. Here’s a detailed look at what some of the most forward-thinking clubs are doing with AI:

1. Personalized training and recovery at Manchester City

At the elite level, clubs are turning to AI to individualize player training and recovery. Manchester City, for example, is using the Orreco platform, which monitors player recovery and wellness by analyzing biomarkers, sleep patterns, and training loads. The AI platform processes this data to deliver customized recovery plans, ensuring players are performing at their peak without risking injury​ (Human Kinetics).

Why is this important?
Football is a high-intensity sport, and recovery is critical, specially when competitions are becoming more dense and allowing less time to recover . By using AI to track each player’s physical condition, coaches can better manage workloads, ensuring players remain fresh throughout the season.

2. Tactical adjustments in real-time at Liverpool FC

While AI plays a role off the pitch, its influence during live matches is equally transformative. Liverpool FC has partnered with DeepMind to create the Automated Video-Assistant Coach (AVAC), an AI system that provides real-time tactical advice. AVAC tracks the positioning of players, ball movement, and opposition strategies, offering coaches tactical recommendations—such as formation changes or pressing strategies—in the heat of the match​ (Google DeepMind).

Why is this significant?
AI allows coaches to analyze matches in real-time, identifying weaknesses in the opposition and making tactical adjustments faster than ever before. In fast-paced games where a few seconds can change everything, AI gives coaches the ability to react quicker and smarter.

3. Injury prevention with PSG’s use of Firstbeat

At Paris Saint-Germain (PSG), the AI-driven platform Firstbeat monitors player stress levels and recovery data. By collecting information from wearables that track heart rates, recovery, and stress, Firstbeat provides coaches with insights into how players are responding to training sessions and matches​ (Human Kinetics). Coaches can then adjust training intensity or rest periods accordingly.

Why does this matter?
Injury prevention is a top priority for elite clubs that compete in high-stakes matches throughout the year. By identifying potential injury risks early—before they become major problems—PSG can keep their top talent on the field, protecting both players and the club’s financial investment.

AI in football is still in its early stages, but the potential for growth is enormous. As AI systems become more advanced and affordable, clubs will be able to integrate even more sophisticated technology into their training and tactical processes. Here are a few possibilities on the horizon:

1. Predictive tactical models

In the future, AI will not only react in real-time but also predict tactical outcomes. Imagine a system that analyzes an upcoming opponent and predicts the most likely scenarios based on previous matches, player form, and tactical preferences. Coaches could simulate games beforehand and make tactical decisions before the team even steps onto the field.

2. Player development systems

AI will play an even bigger role in long-term player development, tracking individual progress over time. By analyzing performance data from youth to senior level, clubs will be able to craft personalized development plans for each player, identifying strengths and weaknesses in ways that go beyond traditional coaching.

3. Integrated AI platforms

We’ll likely see the emergence of fully integrated AI platforms that combine biometric data, match analysis, and training insights into one cohesive system. Such platforms will allow coaches to see the full picture of each player—how they train, how they perform in games, and how they recover.

While top clubs have the resources to invest in cutting-edge AI platforms like Orreco and AVAC, smaller clubs and grassroots teams often don’t have access to such expensive technology. But this doesn’t mean they’re left behind—language models like ChatGPT offer affordable and scalable ways for smaller clubs to gain similar insights.

Here’s how ChatGPT can help coaches at smaller clubs:

1. Data analysis and tactical suggestions

While smaller clubs may not have access to real-time match analysis tools, they can still use ChatGPT to analyze historical match data and offer insights. By inputting match statistics (such as passing accuracy, possession rates, goals and others that can be self generated or using services like Wyscout), ChatGPT can identify patterns and provide tactical suggestions. Coaches can ask GPT for advice on formation adjustments or strategies to counter specific opponents, players that are best suited to play vs other player(s), etc.

2. Creating Custom Models for Your Club and your team

ChatGPT can be customized using club-specific data. Coaches can feed in their own stats—like training logs, match reports, player fitness data—allowing ChatGPT to become a club-specific assistant. With enough data, ChatGPT can generate personalized reports for each player, offering tailored training plans and performance feedback. This brings a level of personalization previously reserved for elite clubs.

3. Real-time decision-making support

Although ChatGPT cannot provide real-time analytics like AVAC, coaches can use it during half-time or post-match reviews. By inputting basic stats from the first half of a match, coaches can receive suggestions on how to adjust tactics for the second half. This can be particularly helpful for smaller clubs that don’t have access to advanced data-tracking software.

4. Multilingual Support for Global Coaching Teams

For coaches working in multilingual environments, ChatGPT can help bridge the language gap. If a coach needs to explain complex tactical strategies to players who speak different languages, they can use ChatGPT for translations and simplified explanations, ensuring clear communication across the team.

Best Practices for Using ChatGPT in Football Coaching

1. Feed it the Right Data: The more accurate and detailed the data you provide, the better the insights ChatGPT can offer. Create your own GPT, and start by uploading your team's statistics, match reports, and training logs.
2. Use It for Support, Not as a Replacement: While ChatGPT can provide valuable insights, it should complement, not replace, traditional coaching methods. It’s a tool for refinement, not a replacement for instinct and experience. Maybe you should see it an extra member of your staff, that comes up with suggestions, but in the end of the day, the decision is yours!
3. Test Scenarios and Tactical Adjustments: Coaches can run scenario-based questions to see how different tactical decisions might play out, based on historical data. And data can always be added by you. Here your imagination is the limit.