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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

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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36:19

Ep37: The Festive Fixture Pile-Up - Rotation,...

A.I. In Football ·

2025/12/05

Join the Free Kickstart ChallengeSummaryIn 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

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52:49

Ep36: Player Pathways: How Clubs Build from...

A.I. In Football ·

2025/11/28

Join the Free Kickstart ChallengeSummaryThe 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.TakeawaysPathways 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

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36:52

Ep35: Inside Recruitment: Lessons from Successes and...

A.I. In Football ·

2025/11/21

Join the Free Kickstart ChallengeSummaryIn this conversation, David Bromley and Tom Butterfield discuss the intricacies of football signings, emphasising that each transfer tells a unique story. David discusses the four key realities of recruitment, emphasising the importance of clarity, behaviour, environment, and expectation in the recruitment process. He highlights that understanding these elements can lead to better player selection and overall success in recruitment strategies.He highlights the

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29:52

Ep34: The Analyst’s Role in Storytelling: Shaping How...

A.I. In Football ·

2025/11/15

Join the Free Kickstart ChallengeSummaryIn this conversation, David Bromley discusses the intricacies of football analysis, focusing on identifying patterns, momentum shifts, and the emotional aspects of the game. He emphasises the importance of storytelling in analysis and the analyst's role in choosing how to present data and narratives effectively.TakeawaysYou're looking for patterns, you're looking for momentum shifts.You can translate numbers into meaning.Possession, control, turnovers, and

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30:37

Ep33: What Will Data Never Be Able To Tell Us?

A.I. In Football ·

2025/11/07

Join the Free Kickstart ChallengeSummaryThe conversation explores the interplay between data and instinct in decision-making, emphasizing the importance of knowing when to trust each. It highlights the limitations of data and the necessity of context in understanding outcomes.TakeawaysIt's not data versus instinct. It's knowing when to trust each one of those two things.Data should not be seen as the sole answer provider.There are grey areas in data interpretation that need awareness.Context is

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28:49

Ep32: From Data to Dressing Room: How Insights...

A.I. In Football ·

2025/10/31

Join the Free Kickstart ChallengeIn this episode David and Tom talk about one of the three most important skills that can help the analyst translate the data into usable insights that could help them gain the trust of the coach. You could calculate the greatest data finding of the century...... but if you can't speak the language of the coaching staff then it's going in the bin. Find out how to make that leap from your laptop to a seat in the dressing room. Useful LinksJoin the Free Kickstart

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54:21

Ep31: Why Some Teams Overachieve: From Brentford to...

A.I. In Football ·

2025/10/24

Ep31: 2024/25 EPL Team PersonalitiesMjällby ArticleJoin the Free Kickstart ChallengeSummaryIn this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the concepts of overachievement and underachievement in football, particularly focusing on the Premier League. They discuss the performance index used to measure team efficiency, highlighting Brentford's remarkable success and Liverpool's effective spending. The conversation also touches on the

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32:50

Ep30: Match Analysis Myths: What TV Pundits Get 'Wrong'!

A.I. In Football ·

2025/10/17

Join the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley delve into the world of match analysis and punditry, exploring common myths and misconceptions that arise in football commentary. They discuss the differences between the roles of pundits and analysts, highlighting how entertainment often takes precedence over technical accuracy in TV commentary. The conversation covers several prevalent myths, such as the idea that a team 'didn't want it enough' or that a

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39:40

Ep29: Scouting in the Age of AI: What Football Clubs...

A.I. In Football ·

2025/10/10

Join the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley discuss the integration of AI in football, particularly in scouting and recruitment. They explore how clubs are adopting AI technologies, the importance of clarity and communication in data analysis, and the future of AI in the sport.The conversation emphasises that AI is a tool to enhance human insight rather than replace it, and highlights the need for scouts to adapt to these technologies to remain

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