Artificial intelligence (AI) is transforming the world of football, from performance analysis and club management to content production and fan engagement. The true challenge lies not just in adopting new technologies, but in turning data and algorithms into more effective decisions and concrete results.
This was the central theme of "The AI Game" panel, held on November 10 at SFS 26 inside the Allianz Stadium in Turin. Moderated by SFS Director Ivan Ortenzi, the session brought together industry experts to explore the opportunities and challenges of artificial intelligence across the Football Industry.
Opening the discussion was Luisella Fusco, Media, Broadcast & Digital Operations Director at Lega Calcio Serie A, who outlined four primary application areas for AI: data collection and analysis, content production, anti-piracy efforts, and fan engagement. Highlights included a tool that enables match commentators to easily query match statistics in real time, and a video celebrating Inter's Scudetto title created entirely with AI and distributed to international broadcasters—demonstrating how technology can enhance the Serie A brand on the global stage.
Next, Lorenzo Antognoli, Head of the Football Innovation Hub at FC Internazionale, shared how the club is progressively integrating innovation into the daily operations of its sporting department. The Hub brings together four core areas: Football Analysis, Football Science, Mental Performance, and Football Data. Key applications include the analysis of nearly 1,000 tactical indicators and an automated system capable of generating initial post-match insights within three minutes of the final whistle.
Proprietary analytical models also support scouting complementing traditional expertise, while technology-assisted movement analysis provides additional insights into athletic performance. Antognoli emphasized the importance of scaling these solutions across the first team, U23, youth academy, and women’s football, while strengthening internal expertise, integrating data, and developing strategic capabilities in-house.
Providing a broader international perspective, Roberto Morucci, Head of Central Government & NP at AWS, shared benchmarks from other sports. In Formula 1, around 300 million data points are analyzed per race to deliver insights for viewers, whereas in the NBA, 3D athlete tracking gives coaches new tools to evaluate performance. Morucci stressed that data quality remains the foundation: information must be collected and managed through secure infrastructure before it can become accessible and useful. Promising applications include fan engagement, scouting, and injury prevention.
From a strategic standpoint, Luigi Capitanio, Senior Partner EMEA Strategy Consulting Leader and Central Mediterranean Banking & Capital Markets Leader at Deloitte, highlighted that AI must be approached as a comprehensive transformation journey rather than a quick fix for isolated issues. Building a true competitive advantage requires strong governance, targeted investments, and a tech architecture capable of integrating tools across organizational processes. Looking ahead, Capitanio envisioned football clubs evolving closer to entertainment companies, maximizing fan relationships, and unlocking new revenue streams.
The panel concluded with a shared insight among the speakers: artificial intelligence must be adopted to solve concrete needs without losing sight of human input. While technology expands analytical capabilities and drives operational efficiency, strategic and sporting decisions must continue to be guided by human expertise and judgment.