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PODCAST

A.I. In Football

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. We focus on the thinking and structure that makes any tool useful: clear role briefs, behaviours over labels, constraints and trade-offs, repeatable shortlisting, and decision review that actually improves the process. Each episode gives you something you can use: - Role Definition Templates

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All Episodes

42:21

Ep55: The One-Window Club - Why Process Gains Don't...

A.I. In Football ·

2026/04/25

Click Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeSummaryThis episode explores the common pitfalls in football recruitment processes, the importance of consistent methods, and how to effectively utilise AI tools without mistaking them for the process itself. Hosted by Tom Butterfield with guest David Bromley, it offers practical insights for clubs aiming to improve their recruitment strategies.Key TopicsCommon reasons recruitment processes fail to become

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48:39

Ep54: The Agent Call — Maintaining Process Discipline...

A.I. In Football ·

2026/04/17

The 72 Hour ProtocolClick Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeSummaryThis episode explores the intricacies of football recruitment, emphasising the importance of process discipline, managing agent relationships, and preparing for urgent scenarios.Hosted by Tom Butterfield with guest David Bromley, a FIFA licensed agent and data analyst, the discussion offers practical frameworks for effective decision-making in high-pressure situations.Key TopicsProcess

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46:43

Ep53: The Manager Problem - When The Brief Gets...

A.I. In Football ·

2026/04/10

Click Here To Learn More About The 'First XI Platform'The Three Manager DynamicsJoin the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley explore the complexities of managing recruitment processes in football, focusing on overcoming managerial resistance, framing processes as the manager's voice, and handling high-pressure override situations.They share practical techniques and mental models to build trust, ensure process integrity, and adapt to changing

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40:09

Ep52 - The Method Meets Reality - Why Good Processes...

A.I. In Football ·

2026/04/03

Join the Free Kickstart ChallengeClick Here To Learn More About The 'First XI Platform'SummaryThis episode explores the challenges of implementing structured recruitment processes in football clubs, emphasising the importance of understanding human dynamics and organisational culture. Hosts discuss resistance patterns, practical steps for adoption, and how to align processes with real-world decision-making.Key TopicsResistance patterns in recruitment implementationDiagnosing human and organisational

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44:48

Ep51: The Club Operating Rhythm - Making The Model...

A.I. In Football ·

2026/03/29

JointheFreeKickstartChallengeSummaryThisepisodeexplorestheimportanceofestablishingaconsistentandinstitutionalisedrecruitmentprocessinfootballclubs.Itcoversthekeydocuments,regularmeetingrhythms,andstrategiestoensuretheprocessoutlastsindividualpersonnelchanges.Weexploretheroleofstructuredidentitywork,AI,anddata-drivendecision-makinginfootballrecruitment.DavidandTomdiscusshowaclear,upstreamprocesstransformsrecruitmentpractices,enhancesdecisiondefensibility,andintegratesAItoolseffectively.KeyTopicsThefou

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35:17

Ep50: The Shortlist Funnel: Data, Video Scouting,...

A.I. In Football ·

2026/03/20

Join the Free Kickstart ChallengeDive into how systematic processes in football recruitment can revolutionize your squad building—focusing on filtering, evidence-based decision making, and maintaining a live, dynamic target matrix. Perfect for club staff and analysts aiming for consistency and agility in player evaluation.In this episode:The significance of a disciplined funnel approach to streamline shortlistingDifferentiating between long lists, filtered shortlists, and the importance of evidence

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51:09

Ep49: The Definition/Selection Meeting Split - When...

A.I. In Football ·

2026/03/14

Join the Free Kickstart ChallengeSummaryThis episode explores the importance of structured decision-making in recruitment, the role of AI tools, and the discipline needed to ensure quality standards.Hosts Tom Butterfield and David Bromley discuss how to implement effective processes, the split between definition and selection, and practical steps for recruiters.Key TopicsThe importance of clear standards and coverage maps in talent selectionHow AI tools can generate long lists but need human

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34:48

Ep48: Turning Behaviours into Metrics - Choosing...

A.I. In Football ·

2026/03/05

Join the Free Kickstart Challenge SummaryIn this episode of the AI in Football podcast, hosts Tom Butterfield and David Bromley discuss the critical aspects of recruitment in football, emphasizing the importance of clarity in defining player behaviors and the role of data analytics in making informed decisions. They explore the concept of 'Analysis Theatre,' where analysis appears rigorous but lacks connection to actual performance needs. The conversation also covers the significance of KPIs, the

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27:59

Ep47: Formations & Role Archetypes — What Your...

A.I. In Football ·

2026/02/28

Join the Free Kickstart ChallengeSummaryIn this episode of the AI in Football podcast, hosts Tom Butterfield and David Bromley delve into the critical aspects of recruitment in football, focusing on the significance of formations and role archetypes.They discuss how understanding these concepts can enhance recruitment decisions, ensuring that players fit the specific demands of a team's game model. The conversation emphasizes the importance of defining roles clearly and how this clarity can lead to

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40:07

Bonus Episode 2 - Replacing Heung-Min Son - Ranking...

A.I. In Football ·

2026/02/19

Join the Free Kickstart ChallengeSummaryIn this episode of the AI in Football podcast, hosts Tom Butterfield and David Bromley delve into the recruitment process for Tottenham Hotspur, focusing on the use of data analytics and AI in player selection.They discuss personal updates, the importance of a structured recruitment process, and the various stages involved in identifying and evaluating potential players.The conversation highlights the significance of data import, player rankings, video

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01:07:51

Bonus Episode: What Type of Player Should Replace Son...

A.I. In Football ·

2026/02/13

YouTube EpisodeJoin the Free Kickstart ChallengeSummaryIn this episode of the AI and Football podcast, hosts Tom Butterfield and David Bromley delve into the intricacies of football recruitment, particularly focusing on Tottenham Hotspur's challenges in replacing key players.They explore the role of AI in streamlining recruitment processes, defining objectives, and identifying player attributes that align with team strategies.The conversation emphasises the importance of data analysis, setting

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30:21

Ep46: Identity → Game Model — Turning Words Into...

A.I. In Football ·

2026/02/06

Join the Free Kickstart ChallengeSummaryIn this episode of the AI in Football podcast, hosts Tom Butterfield and David Bromley delve into the significance of defining a game model in football recruitment. They discuss how a clear identity can streamline recruitment decisions, emphasizing the importance of observable player behaviors and the integration of AI in enhancing scouting processes. The conversation covers the various phases of a game, the implications for recruitment, and the necessity of

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27:25

Ep45: Templates + Variants — Defining Identity Fast...

A.I. In Football ·

2026/01/30

Join the Free Kickstart ChallengeUseful LinksJoin the Free Kickstart ChallengeSupport The Show - Buy David and Tom a bag of peanut M&M's.InstagramYoutube Channel

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34:02

Ep44: Identity Before Positions — Why “How We Win”...

A.I. In Football ·

2026/01/22

Join the Free Kickstart ChallengeSummaryIn 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

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33:13

Ep43: The Boundary Line — Using AI in Recruitment...

A.I. In Football ·

2026/01/15

Join the Free Kickstart ChallengeSummaryIn 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

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30:17

Ep42: Putting It Into Practice — The Context Stack As...

A.I. In Football ·

2026/01/09

Join the Free Kickstart ChallengeSummaryIn 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

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34:40

Ep41: From Question to Shortlist: A Repeatable...

A.I. In Football ·

2026/01/02

Join the Free Kickstart ChallengeSummaryIn 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

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31:34

Ep40: Behaviours Over Labels: Writing Role...

A.I. In Football ·

2025/12/26

Join the Free Kickstart ChallengeSummaryIn 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

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41:27

Ep39: Structure in Recruitment Decisions: Why Clarity...

A.I. In Football ·

2025/12/19

Join the Free Kickstart ChallengeSummaryIn 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

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41:34

Ep38: Why Football Needs Better Thinking: Structure,...

A.I. In Football ·

2025/12/12

Join the Free Kickstart ChallengeSummaryIn 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

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