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PODCAST

The AI Locker Room

Where artificial intelligence meets the beautiful game and beyond! Join hosts Ashley Barratt and Guy Branston as they explore the cutting-edge intersection of AI technology and sports innovation. Ashley brings years of expertise in debt management, finance, and energy sectors, while Guy combines his experience as a former professional footballer, coach, talent scout, and football agent with a passion for emerging technologies. Each week, they break down the latest AI breakthroughs, share practical

technology

All Episodes

7:08

Episode 28: AI on the Pitch: Hashtag United’s Virtual...

The AI Locker Room ·

2026/04/07

Episode 28 explores Hashtag United’s bold move to introduce AI-generated footballers Holly Durango and Harvey Kasper. Hosts Guy Branston and Ashley Barratt unpack how photorealistic avatars, voice and video synthesis, and automated social media storytelling are being used to build buzz, engage fans, and create new revenue opportunities.The episode also examines the ethical, legal and strategic questions raised by AI players—authenticity, intellectual property, transparency, costs and potential

en

8:14

Episode 27: When Victory Isn't Real: Deepfakes in Sports

The AI Locker Room ·

2026/03/30

Episode 27 of the AI Locker Room explores the rise of synthetic media and deepfakes in sports, from cloned player voices and manufactured highlights to posthumous recreations. Hosts Guy Branston and Ashley Barratt discuss how these technologies threaten authenticity, fan trust, fairness, privacy and the economics of sport.The episode also covers the potential upsides—enhanced analysis, immersive replays and training tools—and industry responses like verification tech, transparency and consent. It’s

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5:43

Episode 26 - AI Takes the Reins: How Machine...

The AI Locker Room ·

2026/03/11

In this episode of the AI Locker Room we explore how artificial intelligence is transforming horse race predictions during Cheltenham Gold Cup week, speeding analysis of vast data and reshaping form guides for fans, bettors and trainers.We discuss how AI enhances human judgment—improving predictive alignment, enabling real-time scenario testing, and offering smarter strategies—while emphasizing the ongoing partnership between human expertise and machine insights.

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10:08

Episode 25 - When AI Goes to War: Inside the New...

The AI Locker Room ·

2026/03/08

Host Ashley Barratt steps out of the sports locker room to examine how artificial intelligence is changing modern warfare — from AI-assisted targeting and planning to debates over autonomy, speed, and accountability. The episode breaks down technical possibilities, policy and ethical risks, economic implications, and what oversight, governance, and transparency are needed as AI becomes more embedded in military decision-making. Listeners are left with practical signals to watch — defence budgets,

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5:18

Episode 24. Burger King's New AI Coach: Will 'Patty'...

The AI Locker Room ·

2026/03/04

Welcome to AI Locker Room Episode 24 — a quick breakdown of Burger King's pilot BK assistant, “Patty,” an AI headset system that helps staff with tasks, analyzes friendliness in conversations, and aims to improve service and efficiency.We weigh potential benefits like real‑time inventory alerts and smoother operations against concerns about privacy, morale, consent, and governance, and why businesses must balance AI gains with clear, fair policies for workers.

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8:05

Episode 23 — Supersized AI Locker Room: Sponsors,...

The AI Locker Room ·

2026/02/22

This episode explores how SAIC Trace Pro helps clubs and businesses streamline onboarding, outreach, and due diligence by aggregating public company data into concise, actionable reports.Hosts Ashley Barratt and Guy Branston discuss practical uses, privacy and compliance concerns, the value of human oversight, and the show’s expansion with Sport AI Consultants.

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5:32

Coach’s Ear: How AI Is Whispering Tactical Genius on...

The AI Locker Room ·

2026/02/11

Episode 22 of the AI Locker Room explores the "coach's ear," an AI tool that delivers real-time tactical prompts to coaches and players. Hosts Ashley Barratt and Guy Branston discuss how the system turns live data—player positions, running patterns, pressing intensity, and fatigue—into timely, actionable instructions to enhance coaching consistency, enable data-driven adjustments, and bridge training with match performance.The episode also covers risks and practicalities, including player

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4:58

AI Locker Room: How Smart Bots Win Business and...

The AI Locker Room ·

2026/02/04

Join Ashley Barratt and Guy Branston in the AI locker room as they cut through the jargon to show how artificial intelligence is helping teams win—in business and on the pitch—by handling billions of customer interactions and blurring the line between human and machine.The episode covers accuracy and quality gains, privacy-by-design, productivity and employee satisfaction improvements, common implementation pitfalls, expected ROI, and the next wave of predictive, human-centered AI.

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5:52

AI Locker Room: When the Playbook Becomes a Weapon...

The AI Locker Room ·

2026/02/02

Episode 20 of the AI Locker Room explores how artificial intelligence is being used — and misused — at the intersection of elite sport and cybersecurity. The hosts unpack a reported incident where an AI system was co-opted to run a sophisticated espionage campaign, how the attack unfolded, and the mistakes that helped expose it. The discussion covers the wider implications for organizations, including insurance, governance, and the need for balanced defenses that combine human expertise with

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5:53

From Ticket Stub to Data Goldmine: How AI Rewrites...

The AI Locker Room ·

2026/01/26

Episode 19 explores how AI and data are transforming sports fan engagement—from anonymous spectators to personalized, interactive experiences. Hosts Ashley Barratt and Guy Branston discuss technologies like choose-your-own-replay, virtual watch parties, in-app stadium services, and the financial and loyalty benefits for teams that build direct relationships with fans.They also consider privacy and trust, arguing that successful AI-driven engagement must return clear value to fans. Tune in for a

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0:21

AI Fans: The Future of Sports Engagement - Reminder

The AI Locker Room ·

2026/01/26

The future of sports is here. Sport AI Consultants, revolutionizing fan engagement through intelligent conversational AI. Connect with 20,000 fans instantly. Drive engagement, boost revenue, transform your sports business. Sport AI Consultants, where technology meets passion.

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7:01

AI or Bust: Why Teams and Brands Can't Afford to Sit...

The AI Locker Room ·

2026/01/19

Episode 18 of The Huddle breaks down why AI adoption is now the baseline for survival across sports and retail, from split-second officiating to generative scouting and conversational commerce. We spotlight JD Sports' chat-based shopping rollout, the technical safeguards making it work, and what these shifts mean for fan engagement, customer loyalty, and the future of the game. This episode is powered by SAIC Pro, the leaders in building and deploying the very AI solutions that are making these

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5:55

Episode 17 — When AI Runs the Company: The Rise of...

The AI Locker Room ·

2026/01/09

In Episode 17 of the AI Locker Room, hosts Ashley Barrett and Guy Branston break down how autonomous AI agents, custom silicon, and sovereign tech are transforming enterprise operations, recruitment, and competitive strategy.They cover projections for agent adoption by 2026, the need for workforce upskilling, security concerns like shadow agents, and how data-driven AI tools are democratizing innovation across industries.

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5:21

The AI Locker Room Episode 16 - What we do!

The AI Locker Room ·

2026/01/02

Where artificial intelligence meets the beautiful game and beyond! Join hosts Ashley Barratt and Guy Branston as they explore the cutting-edge intersection of AI technology and sports innovation.Ashley brings years of expertise in debt management, finance, and energy sectors, while Guy combines his experience as a former professional footballer, coach, talent scout, and football agent with a passion for emerging technologies. Each week, they break down the latest AI breakthroughs, share practical

en

6:22

The AI Locker Room Episode 15 - NYE Medal Special

The AI Locker Room ·

2025/12/31

Where artificial intelligence meets the beautiful game and beyond! Join hosts Ashley Barratt and Guy Branston as they explore the cutting-edge intersection of AI technology and sports innovation. Ashley brings years of expertise in debt management, finance, and energy sectors, while Guy combines his experience as a former professional footballer, coach, talent scout, and football agent with a passion for emerging technologies. Each week, they break down the latest AI breakthroughs, share practical

en

4:42

The AI Locker Room Episode 14 - Christmas Special

The AI Locker Room ·

2025/12/21

Where artificial intelligence meets the beautiful game and beyond! Join hosts Ashley Barratt and Guy Branston as they explore the cutting-edge intersection of AI technology and sports innovation.Ashley brings years of expertise in debt management, finance, and energy sectors, while Guy combines his experience as a former professional footballer, coach, talent scout, and football agent with a passion for emerging technologies. Each week, they break down the latest AI breakthroughs, share practical

en

6:04

The AI Locker Room Episode 13

The AI Locker Room ·

2025/12/14

Where artificial intelligence meets the beautiful game and beyond! Join hosts Ashley Barratt and Guy Branston as they explore the cutting-edge intersection of AI technology and sports innovation.Ashley brings years of expertise in debt management, finance, and energy sectors, while Guy combines his experience as a former professional footballer, coach, talent scout, and football agent with a passion for emerging technologies. Each week, they break down the latest AI breakthroughs, share practical

en

6:05

The AI Locker Room Episode 12

The AI Locker Room ·

2025/12/07

Where artificial intelligence meets the beautiful game and beyond! Join hosts Ashley Barratt and Guy Branston as they explore the cutting-edge intersection of AI technology and sports innovation.Ashley brings years of expertise in debt management, finance, and energy sectors, while Guy combines his experience as a former professional footballer, coach, talent scout, and football agent with a passion for emerging technologies. Each week, they break down the latest AI breakthroughs, share practical

en

5:43

The AI Locker Room Episode 11

The AI Locker Room ·

2025/11/30

Where artificial intelligence meets the beautiful game and beyond! Join hosts Ashley Barratt and Guy Branston as they explore the cutting-edge intersection of AI technology and sports innovation.Ashley brings years of expertise in debt management, finance, and energy sectors, while Guy combines his experience as a former professional footballer, coach, talent scout, and football agent with a passion for emerging technologies. Each week, they break down the latest AI breakthroughs, share practical

en

6:05

The AI Locker Room Episode 10

The AI Locker Room ·

2025/11/23

Where artificial intelligence meets the beautiful game and beyond! Join hosts Ashley Barratt and Guy Branston as they explore the cutting-edge intersection of AI technology and sports innovation. Ashley brings years of expertise in debt management, finance, and energy sectors, while Guy combines his experience as a former professional footballer, coach, talent scout, and football agent with a passion for emerging technologies. Each week, they break down the latest AI breakthroughs, share practical

en

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