Football analytics has come a long way since the early days of expected goals models. Thanks to advancements in event data and player-tracking technology, we can now measure a player’s back-to-goal actions and off-ball runs with the same precision as their goal tallies. At the heart of this revolution is artificial intelligence (AI), a suite of technologies that can handle tasks we once thought only humans could do.
AI isn’t new to football operations. Companies like Zone7 have been working with clubs for years, using machine-learning algorithms to predict injury risks. AI also plays a key role in semi-automated offside decisions by tracking ball and player movements. Liverpool, in collaboration with Google DeepMind, developed ‘TacticAI’ to boost their defensive strategies during corners.
Where AI is really making waves, though, is in player recruitment. Top-tier clubs are investing heavily in research teams that look more like tech start-ups. But the good news is that even lower-tier clubs are starting to tap into AI-driven insights, thanks to the technology becoming more accessible.
Generative AI, like ChatGPT, has changed the game even further. These models, trained on vast datasets, can generate a wide range of content, from text to images, by recognizing patterns. In football, platforms like Soccerment’s xvalue and SentientSport’s ScoutGPT use generative AI for player scouting, allowing users to ask about players using straightforward football lingo.
David Sumpter, co-founder of the analytics firm Twelve Football, talks about how these tools are leveling the playing field. “Some of the biggest clubs in the world use this, but clubs in the National League or League Two can too,” Sumpter said. “They can essentially have a data science department on par with a Premier League club. That’s the dream.”
Twelve’s latest innovation is an AI-powered analytics tool called Earpiece, which works through WhatsApp. This tool lets clubs assess player strengths and weaknesses without diving into numbers first. It translates complex data into simple, conversational messages, making insights as easy to access as chatting with a coach.
This tool has already proven its worth, playing a vital role in the January transfer decisions of a League One club, helping them improve their performance. Players can also benefit from post-game reports that give them insights into their performances.
Despite its simplicity, the importance of breaking down barriers to access can’t be overstated. WhatsApp, with its end-to-end encryption ensuring privacy, is the go-to communication tool in football for its confidentiality. “It’s incredible how WhatsApp works in football — most people don’t use anything other than that,” Sumpter noted.
While AI’s transformative potential might raise concerns about traditional scouting roles, the nuanced skills needed to evaluate qualitative player attributes remain irreplaceable. “For the scouting department, there are plenty of reasons why certain players are overlooked, but now suddenly the chairman has 60,000 options from the data using platforms like this, so you have to get that balance right,” Sumpter explained.
The future of football analytics looks bright, with AI democratizing data insights across all levels of the game. However, data scientists don’t need to worry about becoming obsolete just yet, as their expertise in interpreting and applying data remains crucial.
