Artificial Intelligence is everywhere. From helping write essays to powering navigation systems and monitoring social media feeds, AI is embedded into modern life.
So much so, in fact, that last week’s ChatGPT outage briefly felt like a global productivity crisis. The technology’s influence extends far beyond the office or the classroom—it’s making serious inroads into the world of football.
While Premier League giants and Champions League powerhouses often grab headlines for tech adoption, it’s in the English Football League where some of the most innovative applications of AI are taking place. From recruitment to set-piece routines, clubs like Sheffield United and Lincoln City are quietly redefining how football operates using technology, and the rest of the game is taking notice.
Sheffield United: AI in Recruitment Strategy
Sheffield United have made waves by becoming one of the first English clubs to fully embrace a data-driven recruitment model built around AI. Under the direction of owners Steven Rosen and Helmy Eltoukhy—both vocal advocates for AI—The Blades have signed three players using a tech-led scouting approach: Ehije Ukaki from Bulgaria’s Botev Plovdiv, Christian Nwachukwu, and Jefferson Caceres.
Manager Chris Wilder explained that the recruitment is rooted in AI models analysing performance data from thousands of players across the globe. Ukaki, for example, was flagged by AI software as a potential prospect based on his output, despite plying his trade in a less-scouted league.
The club has built a system capable of identifying undervalued talent in under-scouted regions—areas traditional recruitment departments might overlook. Whether or not it yields success on the pitch, the model represents a future-forward way of operating that could help Championship clubs gain an edge in an increasingly data-saturated market.
Lincoln City: AI and Set-Piece Superiority
If Sheffield United are using AI to find players, Lincoln City are using it to win football matches. The Imps, under head coach Michael Skubala and innovation lead Jason Futers, have implemented AI technology to design and refine their set-piece strategies. The result? A staggering 30 goals from set pieces in the 2024–25 season, more than any other team in competitive English football.
At the heart of this transformation is an AI system that studies thousands of set-piece routines from across the globe, learning what works and what doesn’t. These insights are fed to set-piece coach Scott Fry, who integrates them into Lincoln’s training sessions. It’s a hybrid model: AI provides the blueprint, human coaches provide the execution.
But Lincoln’s AI adoption goes beyond tactics. Through their Innovation Lab, they’ve partnered with sustainability firms, supported local startups, and explored AI across ticketing, retail, and fan engagement. It’s helped reposition the club as a forward-thinking EFL outfit, attracting sponsors and partners intrigued by their commitment to innovation.
Wider Football Implications: Learning from the Elite
AI’s use isn’t exclusive to the EFL. Premier League sides have already started incorporating artificial intelligence into match analysis and tactical planning. Liverpool, for instance, have worked with DeepMind to develop “TacticAI,” a tool focused on corner kicks. After analysing over 7,000 Premier League corners, the AI offers predictive positioning advice that has influenced 90% of Liverpool’s corner setups.
This mirrors what Lincoln are already doing—but it also suggests that such models could become the norm across all tiers of English football. The insights AI provides—player movement patterns, shot probability, even opposition weaknesses—are assets that used to be limited to clubs with dozens of analysts. Now, even League One clubs can use AI to unlock tactical edges.
Companies like PLAIER are taking this further. With databases encompassing 100+ leagues worldwide, they’re helping clubs simulate thousands of scenarios to improve squad building, decide on managerial changes, and even predict injury risks. The key insight? Player quality accounts for 90% of success, while coach influence is just 10%. Tools like this could help EFL owners make clearer, smarter decisions in an industry often driven by gut instinct.
The Future of AI in Football: From Officiating to Fan Experience
AI’s most visible role in modern football is undoubtedly officiating. At Euro 2024, semi-automated offside decisions, connected ball technology, and upgraded VAR systems are all powered by artificial intelligence. From real-time ball tracking to instant offside alerts using 29-point body detection, AI is making football fairer—if not always less controversial.
And yet, officiating is just the start. In the near future, AI could revolutionise ticketing by forecasting demand, adjusting prices in real time, and identifying fan attendance patterns. Chatbots already assist with customer service, but AI will likely expand into personalised matchday experiences, mobile apps, and even food and beverage queues.
For clubs, AI could monitor training loads to prevent injury, assess player psychological readiness, and provide feedback loops to coaching staff. For fans, AI-powered platforms may soon allow for immersive, interactive experiences—predictive match commentary, custom highlight reels, or VR-enhanced viewing.
Conclusion
AI isn’t coming to football—it’s already here. And while headlines often focus on the Premier League or Champions League, it’s clubs like Sheffield United and Lincoln City who are proving that innovation knows no league status.
Whether it’s smarter scouting, sharper set-pieces, or streamlined fan experience, the EFL is showing that with the right mindset, even smaller clubs can lead football’s next great revolution.
