A.I. In Football Podcast By Tom Butterfield & David Bromley cover art

A.I. In Football

A.I. In Football

By: Tom Butterfield & David Bromley
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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.Copyright 2026 Tom Butterfield & David Bromley Soccer
Episodes
  • Ep52 - The Method Meets Reality - Why Good Processes Get Rejected.
    Apr 3 2026

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    Summary

    This 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 Topics

    • Resistance patterns in recruitment implementation
    • Diagnosing human and organisational failures
    • Practical steps for adopting structured processes
    • The importance of culture and ownership in change management
    • Decision logs as protection for recruiters
    • The role of the manager's voice in system alignment
    • The importance of small wins in change management
    • Overcoming resistance from high-level stakeholders
    • Time scales for embedding new recruitment methods

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    40 mins
  • Ep51: The Club Operating Rhythm - Making The Model Outlast The Individual.
    Mar 29 2026

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    Summary

    This episode explores the importance of establishing a consistent and institutionalised recruitment process in football clubs. It covers the key documents, regular meeting rhythms, and strategies to ensure the process outlasts individual personnel changes.

    We explore the role of structured identity work, AI, and data-driven decision-making in football recruitment. David and Tom discuss how a clear, upstream process transforms recruitment practices, enhances decision defensibility, and integrates AI tools effectively.

    Key Topics

    • The four key documents for recruitment: identity snapshot, role brief library, shortlist archive, target matrix
    • The importance of a weekly recruitment rhythm and structured meetings
    • Challenges in maintaining a continuous recruitment process during the season
    • How to ensure process sustainability despite personnel changes
    • The role of ownership and accountability in process maintenance
    • The importance of current identity snapshot and role briefs
    • Using AI to maintain document consistency and flag updates
    • The impact of structured workflows on decision-making and club culture

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    45 mins
  • Ep50: The Shortlist Funnel: Data, Video Scouting, Live Scouting and the Target Matrix.
    Mar 20 2026

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    Dive 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:
    1. The significance of a disciplined funnel approach to streamline shortlisting
    2. Differentiating between long lists, filtered shortlists, and the importance of evidence consistency
    3. The four stages of the recruitment funnel: Data, Video, Live Scouting, and Target Matrix
    4. How to correctly apply behavioral filters at each stage to avoid wasting resources
    5. The role of evidence-based decision making and maintaining a collaborative, club-wide consensus
    6. Practical tips to keep the target matrix current, live, and actionable
    7. Common pitfalls in recruitment processes and how to mitigate them
    8. The value of discipline, routine, and continuous updates in recruitment work

    Timestamps:

    00:00 - Introduction to recruitment process discipline

    02:13 - The importance of a consistent funnel approach

    04:33 - The problem with unfiltered shortlists

    06:27 - Four stages of the recruitment funnel

    08:07 - Filtering based on behavioral evidence

    13:19 - The importance of pre-filtering and avoiding resource wastage

    18:37 - Focused video analysis—questions for behavioral confirmation

    22:45 - Balancing data limitations with evaluation rigor

    27:19 - The critical role of live scouting in assessing intangible traits

    31:53 - Developing and maintaining the target matrix

    36:55 - Continuous updates, resource allocation, and process discipline

    41:00 - Final thoughts and next episode preview


    Extra Tips:
    1. Regularly review and update your target matrix—each month if possible
    2. Ensure your behavioural filters are specific and questions are well-defined
    3. Use a clear evidence chain to justify and explain your recruitment decisions
    4. Focus scouting efforts on a handful of well-vetted candidates to maximise impact

    Remember:

    Building a reliable, evidence-backed recruitment process isn't quick, but the discipline and consistency pay off massively in squad quality and operational efficiency.

    Useful Links

    Join the Free Kickstart Challenge

    Support The Show - Buy David and Tom a bag of peanut M&M's.

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    35 mins
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