What Happens When You Rely on ChatGPT Too Much
In modern football, tactics are evolving fast — but so are the tools behind them. This week, the spotlight isn’t on a new formation or touchline outburst, but on a Sochi coach heavily relying on ChatGPT that quietly raised eyebrows across the football world. When preparation started sounding a little too algorithmic, people didn’t just notice — they started asking questions.
From Data-Driven to AI-Driven
Football has never been shy about borrowing from technology. GPS vests, performance analytics, video breakdowns — it’s all part of the modern game. But at FK Sochi, the balance appeared to shift under head coach Robert Moreno, with artificial intelligence playing an unusually central role.
That became clear during preparations for a lengthy away trip across Russia. For one of the league’s longest journeys, the initial travel plan presented to players and staff was largely generated through ChatGPT. Internally, concerns were raised when it became clear the schedule underestimated rest and recovery, demanding players to stay awake for 28 consecutive hours, prompting last-minute adjustments. Despite revisions, the team ultimately travelled according to a framework shaped by ChatGPT.
When the Assistant Starts Managing
The influence of AI extended beyond planning and into recruitment. During the summer transfer window, Sochi explored several forward options, narrowing their search to a small group of domestic attackers. The players included Vladimir Pisarsky, Pavel Meleshin and Artur Shushenachev.
Performance data from Wyscout was fed into ChatGPT to compare profiles and output a recommendation. Shushenachev emerged as the preferred option based on those calculations, and the club moved forward accordingly. Rather than serving as a reference point, the analysis reportedly carried decisive weight in the final call. Unfortunately, Shushenachev failed to score a single goal within ten matches.
Ultimately, trusting ChatGPT did not help Sochi and Moreno, as the team failed to win in 14 consecutive matches, and was relegated at the end of the season. At this point, the board of Sochi didn’t have a choice but to sack Robert Moreno for poor team performance. Only a few months after his dismissal, former Sochi general director Andrei Orlov revealed Moreno’s extreme dependency on ChatGPT.
Football Still Runs on Feel
What makes football compelling isn’t perfect logic. It’s flawed decisions, emotional reactions, and that one gut call that changes everything. AI can support planning, scouting, even opposition analysis — but it can’t feel pressure, read a room, or sense when a squad needs fire instead of formulas.
The Sochi situation isn’t about shaming technology. It’s about balance. Tools should sharpen the mind, not replace it.
If anything, this moment reflects a broader cultural shift. AI is everywhere nowadays, assisting us in writing emails or even drafting match previews. But football, just like creativity, still demands a human fingerprint, as once the game starts, no prompt can save you.
The Sochi coach heavily using ChatGPT isn’t just a scandal, but it’s a signal. Football can evolve with technology, but it shouldn’t hide behind it. The best managers will always know when to close the laptop and trust their instincts.
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If you would like to read more about interesting coaching approaches, read our article on how Thomas Tuchel makes use of social skills.
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