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A.I. In Football: Daily Summaries Delivered
by 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 (behaviour-based, not position labels) - Question sets that lead to better shortlists - Meeting Structures that stop recruitment becoming a persuasion contest - Simple Ways to Stress-Test Decisions (“what would make this wrong?”) - How AI Fits Safely: drafting, checking, standardising outputs — never replacing judgement If you work in recruitment, scouting, analysis, coaching, or you’re aiming to, this show is for you. Clarity First. Tools Second.
Latest Episodes
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- 1 weeks ago42 min
Ep67: The Verdict - Is Recruiting from a World Cup a Mugs Game?
Click Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley analyse the tactical and psychological aspects of World Cup matches, focusing on team strategies, player performances, and recruitment insights. They explore how data and human intuition intersect in high-pressure scenarios, offering valuable lessons for scouts and coaches.Key TopicsTeam tactical adjustments during matchesPsychological resilience of playersData-driven recruitment vs intuitionCollective defensive systems in footballImpact of substitutions on game outcomesPlayer character and pressure handlingUse of AI in scouting and analysisCase studies from recent World Cup matchesUseful LinksJoin the Free Kickstart ChallengeSupport The Show - Buy David and Tom a bag of peanut M&M's.InstagramYoutube Channel
- 1 weeks ago22 min
Bonus Episode: David and Tom Discuss Mentality and Psychological Shifts from the Argentina v England Semi Final
Click Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeThis was only supposed to be a two or three minute catch up before we started the recording for episode 67......However, we got pretty deep into some of the psychological reasons why England may have decided to change their approach after scoring against Argentina.Was it England choosing to hold on to their lead? Was it Argentina going through the gears? Was it all down to the technical and tactical brilliance of Leo Messi? Was it a combination of them all plus factors that we'll never know about?It was an interesting tangent and might be worth a listen.Here's to all of you listeners, we hope you enjoyed the World Cup, and we look forward to bringing you more episodes for the 2026/27 season.Useful LinksJoin the Free Kickstart ChallengeSupport The Show - Buy David and Tom a bag of peanut M&M's.InstagramYoutube Channel
- 2 weeks ago54 min
Ep66: Into the Semi-Finals — England, the Market, and What the Tournament Has Actually Produced
Click Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley analyze the recent World Cup matches, tactical decisions, and their implications for football recruitment and data analysis. They explore key moments, referee decisions, player performances, and the role of AI in scouting.Key TopicsImpact of referee decisions and VAR on match outcomesPlayer performance analysis and underrated talentsThe influence of tactical substitutions in knockout stagesThe use of AI and data tools in scouting and recruitmentThe importance of context in interpreting football dataUseful LinksJoin the Free Kickstart ChallengeSupport The Show - Buy David and Tom a bag of peanut M&M's.InstagramYoutube Channel
- 3 weeks ago51 min
Ep65: The Night at the Azteca — What England vs Mexico Told Us
Click Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeSummaryJoin us as we analyse the recent World Cup matches, focusing on tactical decisions, VAR controversies, and the resilience of teams under pressure. This episode offers insights into how data and character signals reveal the true story behind the game.Key TopicsVAR controversies and decision-making in footballThe importance of character and resilience in knockout gamesData and expected goals (Xg) in analysing match outcomesTactical adjustments and substitutions under pressureImpact of environmental factors like altitude on team performanceThe significance of collective team mentality in high-stakes matchesAnalysis of individual player performances in critical momentsUpsets and surprises in recent World Cup historyThe role of data tools versus human judgment in sports analysisUseful LinksJoin the Free Kickstart ChallengeSupport The Show - Buy David and Tom a bag of peanut M&M's.InstagramYoutube Channel
- Jun 26, 202636 min
Ep64: Three Games In: What Can We Actually Say?
Click Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley analyze the World Cup group stages, discussing team performances, key players like Yassin Ayari, and how to interpret tournament data for recruitment. They explore how match context influences player evaluation and what to expect in the knockout rounds.Key TopicsImpact of group stage performances on recruitmentPlayer performance under pressure in knockout roundsThe significance of match context and opposition qualityCase study: Yassin Ayari's tournament performance and potentialInterpreting tournament data for scouting decisionsUseful LinksJoin the Free Kickstart ChallengeSupport The Show - Buy David and Tom a bag of peanut M&M's.InstagramYoutube Channel
- Jun 19, 202638 min
Ep63: The Noise Begins! Is There A Brief Behind Any Of This?
Click Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley analyze the impact of World Cup performances on football transfer market decisions, debunking myths and highlighting the importance of data-driven recruitment strategies.Key TopicsImpact of World Cup on player valuationMarket noise and media influenceImportance of data in recruitment decisionsCase studies of recent transfers (Bernardo Silva, Bouaddi, Van Hecke)The role of speed and relationships in transfer negotiationsUseful LinksJoin the Free Kickstart ChallengeSupport The Show - Buy David and Tom a bag of peanut M&M's.InstagramYoutube Channel
- Jun 12, 202630 min
Ep62: World Cup Window — How to Watch a Tournament Like a Recruitment Department
Click Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeSummaryIn this episode, Tom Butterfield and David Bromley explore how to watch the World Cup as a recruitment tool, emphasizing the importance of preparation, data analysis, and understanding the limitations of tournament-based scouting.Key TopicsThe impact of visibility and FOMO on player valuationThe importance of upstream preparation and clear briefsLimitations of tournament data for long-term decisionsHow character under pressure reveals true player qualitiesThe role of data and observation in different tournament stagesSample size considerations and when to draw conclusionsThe value of a structured tournament log for recruitment insightsUseful LinksJoin the Free Kickstart ChallengeSupport The Show - Buy David and Tom a bag of peanut M&M's.InstagramYoutube Channel
- Jun 5, 202642 min
Ep61: The Clean Slate — What Would You Build If You Started Today?
Click Here To Learn More About The 'First XI Platform'Join the Free Kickstart ChallengeSummaryThis episode explores how football clubs can leverage AI and data tools effectively by starting from a clean slate. It emphasizes the importance of defining clear identity and process before tool adoption, and discusses common pitfalls like legacy platforms and confirmation bias.KeywordsFootball recruitment, AI in sports, data analytics, recruitment process, organisational change, AI tools, sports technology, decision making, club strategy, digital transformationKey TopicsAI integration in football recruitmentThe shoehorn problem and legacy platformsDesigning a process from scratch for AI adoptionStages of a data-driven recruitment processThe importance of identity and clear briefsUseful LinksJoin the Free Kickstart ChallengeSupport The Show - Buy David and Tom a bag of peanut M&M's.InstagramYoutube Channel
About A.I. In Football
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 (behaviour-based, not position labels) - Question sets that lead to better shortlists - Meeting Structures that stop recruitment becoming a persuasion contest - Simple Ways to Stress-Test Decisions (“what would make this wrong?”) - How AI Fits Safely: drafting, checking, standardising outputs — never replacing judgement If you work in recruitment, scouting, analysis, coaching, or you’re aiming to, this show is for you. Clarity First. Tools Second.
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