A.I. In Football

By Tom Butterfield & David Bromley

AI in Football: Recruitment Decisions, Done Properly is a practical podcast about how football clubs make better recruitment decisions in an AI world — without the hype.

We don’t chase novelty tools.... more

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FAQs about A.I. In Football:

How many episodes does A.I. In Football have?

The podcast currently has 146 episodes available.

A.I. In Football episodes:

January 30, 2026 Ep45: Templates + Variants — Defining Identity Fast (Without Turning the Club into a Cartoon)
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28min
January 22, 2026Ep44: Identity Before Positions — Why “How We Win” Comes First
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Summary
In this episode of the AI in Football podcast, Tom Butterfield and David Bromley discuss the critical role of identity in football recruitment.
They emphasise that understanding a team's identity is essential before making recruitment decisions, as it helps define what 'fit' means for players. The conversation explores the pitfalls of relying on position labels, the importance of non-negotiables, and how AI can assist in clarifying identity.
They also introduce the concept of the identity cascade and the need to avoid KPI theatre in recruitment discussions. Finally, they highlight the use of templates to streamline the recruitment process and ensure alignment across the club.
Takeaways
Identity should come before positions in recruitment.
Understanding how to win matches is crucial.
Position labels can create a false sense of agreement.
Recruitment should focus on fit, not just filling positions.
AI can help clarify and standardise recruitment processes.
Non-negotiables are essential for defining identity.
Metrics should be evidence of behaviours, not standalone indicators.
Templates can speed up the alignment process in recruitment.
Avoiding KPI theatre is important for effective decision-making.
Clarity in identity leads to better recruitment outcomes.

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35min
January 15, 2026Ep43: The Boundary Line — Using AI in Recruitment Without Getting Burned
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Summary
In this conversation, Tom Butterfield and David Bromley explore the role of AI in recruitment, particularly in the context of football.
They emphasise the importance of clarity and structure before implementing AI tools, highlighting the risks of overconfidence in AI-generated results. The conversation explores the boundaries of AI's usefulness in recruitment, introducing a framework of Green, Amber, and Red to guide safe and effective AI usage.
They discuss how AI can serve as a valuable tool for decision-making but emphasise the importance of human judgment and verification. The conversation covers the boundaries of AI's capabilities, the necessity of stress testing AI outputs, and the significance of defining recruitment needs clearly.
They also address the ethical considerations surrounding data privacy and the importance of maintaining high standards in recruitment processes. The discussion concludes with a look ahead at practical applications of AI in recruitment, especially in the context of the upcoming transfer window.
Takeaways
AI can assist in recruitment but requires human verification.
AI should be treated as a starting point, not a conclusion.
Final judgments on players should not be delegated to AI.
Confidential data must be handled with care in recruitment.
Stress testing AI outputs is crucial for effective decision-making.
Recruitment should start with clear role definitions, not player names.
Constraints in recruitment are necessary for making informed decisions.
AI can standardise processes but should not compromise standards.
The recruitment process should include an evidence plan to validate decisions.
AI should enhance human judgment, not replace it.
It's important to find clarity and structure before using AI.
AI can be helpful but may tempt shortcuts.
Understanding where AI helps and where it doesn't is crucial.
Fluency in AI responses does not guarantee accuracy.
Establishing boundaries for AI use is essential.
The recruitment process is brutal; mistakes can be costly.
Verification is key when using AI-generated information.
AI should be a thinking partner, not a decision-maker.
Community involvement can enhance personal well-being.
Rebranding can help focus on specific niches in discussions.

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34min
January 09, 2026Ep42: Putting It Into Practice — The Context Stack As A Club Standard.
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Summary
In this conversation, Tom Butterfield and David Bromley discuss the importance of clarity and structure in football recruitment processes.
They emphasise the need for a club standard that incorporates a 'Context Stack' to ensure consistent decision-making.
The role of AI is explored as a supportive tool rather than a decision-maker, with a focus on maintaining institutional memory and accountability in recruitment decisions.
The discussion also highlights the significance of holding two separate meetings;
Meeting 1) Defining Roles
Meeting 2) Selecting Players
in order to avoid confusion and ensure effective outcomes.
Takeaways
AI speeds up existing processes but doesn't fix vague thinking.
Clarity and structure are essential before introducing tools.
Good ideas often fail to become club standards under pressure.
Shared language is crucial for effective communication.
Recruitment meetings should focus on defined roles, not just names.
Establishing a context stack helps maintain consistency.
Documentation is key for learning from past decisions.
AI can check, format, and record but not make final judgments.
Separating definition and selection meetings improves outcomes.
Building institutional memory is vital for long-term success.

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31min
January 02, 2026Ep41: From Question to Shortlist: A Repeatable AI-Supported Recruitment Workflow
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Summary
In this episode, David Bromley and Tom Butterfield discuss a detailed analysis of football team management and recruitment processes.
They explore the significance of asking the right questions, defining roles and behaviors, and understanding constraints in player recruitment. The conversation also delves into the use of AI in recruitment, emphasizing its role as a supportive tool rather than a decision-maker.
The episode concludes with a focus on the importance of a structured recruitment process to ensure effective team building.
Takeaways
Family gatherings provide a sense of community and support.
Effective communication is key in team management.
Vague questions lead to vague shortlists in recruitment.
Defining roles and behaviours is crucial for recruitment success.
Constraints such as budget and age must be considered in recruitment.
Building a market involves defining leagues and player thresholds.
Shortlisting should include rationales and questions for each candidate.
AI can enhance recruitment but should not replace human judgment.
A structured recruitment process is essential for consistency.
Iterating and validating the recruitment process leads to better outcomes.

Happy New Year Everybody!
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35min
December 26, 2025Ep40: Behaviours Over Labels: Writing Role Definitions AI Can Follow
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss various themes surrounding football recruitment, particularly focusing on the importance of role definitions and behaviours over labels.
They explore how clear role definitions can enhance recruitment processes, reduce noise in discussions, and improve the effectiveness of AI tools in scouting. The conversation also touches on personal topics, such as Christmas dinner traditions, creating a warm and engaging atmosphere.
Takeaways
The importance of clear role definitions in recruitment.
Labels can create confusion and recruitment errors.
Behavioral traits should be prioritized over vague labels.
AI tools can enhance recruitment if used correctly.
Understanding trade-offs is crucial in recruitment discussions.
Availability is a key factor in player recruitment.
Christmas dinner traditions can vary widely among families.
Effective communication reduces noise in recruitment meetings.
Behavior-based role definitions can help align recruitment teams.
The podcast aims to provide insights into football recruitment processes.

We hope you had a fantastic and very Merry Christmas!!
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32min
December 19, 2025Ep39: Structure in Recruitment Decisions: Why Clarity Beats Guesswork
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Summary
In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley discuss the complexities of football recruitment, emphasising the importance of structured decision-making processes.
They explore the challenges faced by recruitment departments, the significance of understanding player roles, and the necessity of a systematic approach to evaluating potential signings.
The conversation also highlights the role of modern tools and data in enhancing recruitment strategies while maintaining a focus on human judgment and context.
Takeaways
Recruitment decisions often lack a shared order of operations.
Tools amplify existing processes but don't replace expertise.
Understanding player roles is crucial for effective recruitment.
Context matters in evaluating player performance.
Availability is a key factor in player recruitment.
The recruitment decision stack helps structure decision-making.
Risk evaluation should be integrated into the recruitment process.
Pre-mortem analysis can uncover hidden assumptions.
Good recruitment is about repeatable reasoning and clear inputs.
The order of recruitment steps significantly impacts outcomes.

Merry Christmas Everyone!!
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42min
December 12, 2025Ep38: Why Football Needs Better Thinking: Structure, Clarity & the Rise of AI-Supported Decisions
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Summary
In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley delve into the intersection of AI and football, discussing how technology can enhance decision-making processes within clubs.
They emphasise the importance of clear terminology and structured thinking, arguing that football's challenges stem from inconsistent language and unclear role definitions.
The conversation introduces the concept of a 'context stack' for effective decision-making, highlighting how AI can be a powerful tool when used correctly.
The episode concludes with a call for clubs to standardize their internal definitions to fully leverage AI's potential in recruitment and analysis.
Takeaways
Football doesn't have a technology problem, it has a thinking problem.
AI isn't replacing people; it's exposing decision-making flaws.
Inconsistent terminology leads to misalignment in football clubs.
Clubs need to standardize their internal definitions for clarity.
AI can only work with clear behavioral definitions, not vague labels.
The context stack is essential for effective decision-making.
Good decisions come from structured thinking, not shortcuts.
AI magnifies ambiguity; clarity is crucial for effective use.
Football clubs must define terms to leverage AI effectively.
Better structure leads to better recruitment decisions.

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42min
December 05, 2025Ep37: The Festive Fixture Pile-Up - Rotation, Recovery and Risk
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Summary
In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley discuss the challenges faced by football clubs during the December fixture pile-up.
They explore the impact of increased game frequency on player fatigue, tactical adjustments, and the importance of recovery. The conversation highlights the need for smart rotation strategies, the role of substitutes, and the significance of set pieces in a congested schedule.
Takeaways
December magnifies existing problems in football.
Physical load spikes occur due to frequent matches.
Tactical complexity decreases during the festive period.
Recovery becomes a priority over training in December.
Mental fatigue affects players' decision-making.
Substitutes play a crucial role in December matches.
Set pieces become increasingly important in tight games.
Smart rotation strategies are essential for success.
Player chemistry can be disrupted by over-rotation.
Cognitive fatigue can lead to poor performance.

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37min
November 28, 2025Ep36: Player Pathways: How Clubs Build from Grassroots to First Team
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Summary
The conversation explores the structured approach to player development in sports, emphasising that successful pathways are not a matter of luck but are carefully engineered through collaboration among various departments within sports clubs.
Takeaways
Pathways aren't luck, they're engineered.
Successful player development requires alignment across departments.
Consistent success in clubs is not a coincidence.
Collaboration between coaches and players is essential.
A strategic approach is necessary for youth development.

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53min

FAQs about A.I. In Football:

How many episodes does A.I. In Football have?

The podcast currently has 146 episodes available.