LaLiga's AI revolution: Inside the tech blueprint reshaping Spanish football
LaLiga's ambitious AI initiative shows impressive adoption rates among staff, while Alavés leads the way with innovative fan experiences and performance tracking tools.
LaLiga’s artificial intelligence strategy is rapidly transforming from boardroom concept to pitch-side reality, with early results showing remarkable uptake among staff and clubs alike.
The AI acceleration
LaLiga recently unveiled the findings from their AI pilot programme developed with Globant during the 2024-25 season. The initiative focuses on two key pillars: AI agents and computational thinking training for employees.
The numbers tell a proper tale:
- Before the programme, a mere 25% of LaLiga employees across various departments used AI tools daily
- Post-pilot, this figure skyrocketed to 60.9%
- Intensive AI usage (daily or multiple times daily) jumped from 33% to a whopping 72%
Javier Gil, LaLiga’s Head of AI Adoption and Development, presented these findings with clarity about their philosophy: “complementing, not replacing” human workers. The goal is using technology to free up staff for tasks where human judgment adds genuine value.
Alavés leading the pack
While some clubs are still finding their feet in the digital realm, Deportivo Alavés is emerging as LaLiga’s AI trailblazer. Aitor Jiménez, Innovation Director at Grupo Baskonia Alavés, outlined several cutting-edge projects in development:
- An ‘intelligent shop window’ that identifies fans, virtually allows them to ‘try on’ merchandise, and generates personalised offers
- An AI bot focused on emotional health to improve player performance through targeted exercises
- AI systems for season ticket renewals and predicting when to restock supplies across facilities
Perhaps most intriguingly, they’re exploring AI applications for injury prediction and player recruitment. Jiménez describes AI as “a performance accelerator” that won’t replace coaches but will become an essential daily tool.
Challenges and future horizons
Data protection remains the primary obstacle facing these technological ambitions. For instance, using biometrics to identify stadium entrants would be invaluable for security, but runs afoul of current data protection regulations.
Both Gil and Jiménez predict virtual reality headsets will be the next major AI-adjacent breakthrough for fans, aligning perfectly with clubs’ desire to offer personalised experiences. They believe this technology will become commonplace for supporters sooner than many expect.
The Adam and Eve of it is clear: LaLiga’s AI revolution is just getting started, but it’s already changing how Spanish football operates behind the scenes.