How Is AI being Used In Football Today, And What Does the Future Hold?

Artificial intelligence is rapidly changing the world we live in. This kind of technology used to be seen as a fairly niche concern, but AI is now well-integrated into various different aspects of modern life. The role of the artificial intelligence industry will only continue to grow, with reports suggesting that AI could be expected to contribute a whopping $15.7 trillion to the global economy by 2030, more than the current output of China and India combined.

If this isn't enough to get you wondering about how AI could impact society going forwards, perhaps the use of artificial intelligence within the world of football will. AI is used in various different aspects of the football industry, from the transfer market to the analytics department.

In this article, we're going to be explaining some of the key areas in which this technology is applied in the modern game. But before we dive into that, we're going to briefly outline the rapid progression of AI technology over the last few years.

The Growth Of AI

Artificial intelligence has existed for decades, but over the last 10 years in particular it has had an increasing influence over the lives of people across the globe. The rise of digital assistant tools like Apple's Siri, Amazon's Alexa, and Google's Google Assistant has led to many people relying on AI to accomplish regular daily tasks, things as simple as checking the weather forecast, playing a song, or adding an event to a digital calendar.

Elsewhere, search engines employ AI to help them refine and improve their results. A classic example of this would be the 'People Also Ask' section of a web search (this feature has existed for several years). More recently, Google introduced AI Overviews to "use generative AI to provide concise, summarized answers to user queries". 

Social media algorithms are another common everyday use of AI; here, the social media platforms respond to individual users' activity and interactions to send similar content their way, a feature which can help tailor feeds to individuals but also faces criticism for creating echo chambers and bubbles on certain social media platforms.

Artificial intelligence algorithms are used in various other aspects of society, from traffic management systems and transport to popular video games like The Last Of Us or Mario Kart. In an increasingly interconnected world, the influence of AI on the lives of people across the globe is likely to continue to grow, and in recent years we've seen professional sport embrace AI more than ever before.

We'll be spending the rest of this article fleshing out some of the key uses of AI technology in the world's most popular sport, football.

How Is AI Used In Football?

These days, artificial intelligence is used in various different aspects of professional football. That being said, many people are unaware of the inroads this technology has made in the game already. There are a number of forms of AI currently being utilised in modern football, with some applications being fairly predictable and other uses a little more surprising. Below, we've compiled a list of the most common AI football applications.

Tactical Analysis and Strategy

Behind the scenes at some of the world's leading clubs, AI is already being used to help coaches develop complex tactical plans and strategies and think outside the box. According to Forbes, "By analyzing vast amounts of data, AI helps in understanding opponents' play styles, strengths, weaknesses, and potential game strategies. This data-driven approach enables coaches to devise more effective tactics and gain a competitive edge." 

We can turn to Premier League leaders Liverpool for an interesting example of AI being harnessed in tactical settings. According to the BBC, the Merseyside club is currently using an AI system called TacticAI to help develop set piece routines. Given how crucial the role of the set piece analyst or coach is today (and how much of an edge effective set pieces can produce in the Premier League) this has the potential to bring genuine advantages.

Developed by a Google-owned UK artificial intelligence lab called DeepMind, the technology used by Liverpool focuses on providing new ideas and suggestions for corner-taking situations. Having analysed more than 7000 corner kicks taken in Premier League games since 2020, the technology is adept at predicting where kicks are likely to go, whether a shot on goal is likely to be taken, and what positions players should get themselves into in order to make the routine a success.

By examining data including height, weight and starting position of each player, AI attempts to work out who will win the ball from a given corner.

This technology appears to be delivering some results. The percentage of corners that lead directly to a goal in professional football is extremely low, but a recent report by Anfield Watch found that Liverpool has scored seven goals from 230 corners in all competitions this season, averaging a goal every 32 corners.

That might not sound like a lot, but with Slot's side averaging 6.3 corners a game in the Premier League this season, that's a goal scored from a corner roughly once every five games, which isn't a bad record. And the club's coaches seem to be on board with TacticAI; the BBC's report stated that coaches and video analysts at Liverpool have favoured its suggestions on 90% of corner kick scenarios.

What AI is unable to help with is the kind of spontaneous, spur-of-the-moment actions and decisions that have always made football such a magical sport. For example, an off-the-cuff corner routine or a quickly-taken free kick that leads to a late winning goal. But tech pioneers see this as part of the fun.

"What's exciting about it from an AI perspective is that football is a very dynamic game with lots of unobserved factors that influence outcomes," says DeepMind researcher Petar Veličković, considering how the technology will grow in the future. "It's a really challenging problem."

Recruitment

AI has also been influencing player recruitment, an area of the game in which data has been integral for years now. According to Short Hand Stories, AI-driven platforms like Hudl and Statsbomb can aid player recruitment by analysing video for specific technical skills and tactical awareness.

With professional football clubs constantly striving to identify and exploit marginal gains wherever they can find them, this is hailed as a key time-saving device when it comes to recruiting talent, and reports suggest that clubs including Arsenal, Chelsea, Bayern Munich and Manchester United have been known to use AI algorithms to scout global talent, analysing data across levels and identifying serious potential.

Player Performance

MLS outfits like LA Galaxy and Atlanta United reportedly use AI for detailed performance analysis, and recently Premier League clubs have begun doing the same. The establishment of GPS tracking devices as a key element of performance analysis has made it easier for clubs to closely follow data relating to player performances, and advanced algorithms have been develop to track player movements, monitor fitness levels, and assess injury risks.

The data company PLAIER, which currently works with four Premier League clubs and 40 sides worldwide, claims to have used AI to create "the largest database ever constructed in football", designed to calculate individual player impact and identify strengths and weaknesses in squads.

According to co-founder Jan Wendt, "If we were proposing a player to join Manchester City, we would simulate 38 games against each Premier League team 100,000 times to see how that works. You cannot process that data manually, it would kill a computer. You need artificial intelligence."

The Role of AI Soccer Cameras

AI cameras are also becoming an increasingly common sight within the global game, at various different levels. An AI soccer camera or AI sports camera uses artificial intelligence to track and record games, automatically capturing important moments with high-quality footage and adjusting focus, zoom, and pan as the action happens.

If you regularly play football at amateur level, it's very possible you've seen these AI cameras in action; they're often raised on a tripod, stationed on the halfway line and used to record games live.

The Fan Experience

Each of us interact with artificial intelligence on a daily basis via our smartphones, whether it's unlocking our screens using facial recognition, employing predictive text when messaging friends and family, or reading an AI summary at the top of a Google search. This is also true of the virtual interactions we make with our football clubs.

Clubs like Manchester City are reportedly already using AI to generate personalised content and predictive insights to supporters. And according to Genius Sports, lovers of fantasy football games also benefit from a more targeted implementation of artificial intelligence, with AI holding the power to "transform a fantasy football game by incorporating rich game tracking data and personalised, bespoke rewards and prompts, delivering a more immersive experience for users."

The Future of AI in Football

It's hard to predict exactly how artificial intelligence will be utilised in football in the future, but with clubs and confederations always seeking new ways of generating revenue, there are bound to be some new uses for this kind of technology that will emerge with time.

Whether it's developing new AI-driven virtual reality experiences for supporters (something Manchester City have already dabbled in with their Etihad metaverse) or expanding the kind of data available to coaches and scouts working at the top level, AI is likely to play a growing role in the evolution of modern football. Whether people like it or not, there's no doubt that it's here to stay.

If you'd like to find out more about the pioneering technologies being used to evolve the way professional football operates, why not start by checking out our guide to the impact of Jamestown Analytics on world football? It's a fascinating insight into the group that have been described as "the most cutting-edge data company in football."

Fred Garratt-Stanley

Lead Content Writer

Fred Garratt-Stanley is a freelance writer and long-suffering Norwich City fan with experience reporting on football for a number of titles. He also has a background in music and culture journalism, with bylines in NME, The Quietus, Resident Advisor and more. Currently, he's working as a content writer for a variety of online health and fitness publications.