Big Sky football coaches embrace AI for prep but reject it for play-calling

Coaches and players across the Big Sky Conference are integrating artificial intelligence into their administrative and preparatory workflows. While the technology is streamlining back-office operations, a strong consensus has emerged that AI cannot replace human intuition during live game strategy.

Teams are currently deploying AI to handle recruiting, practice planning, and film study. At Eastern Washington, offensive coordinator Marc Anderson utilizes AI to develop tools for repetitive tasks, including storing play variations and calculating play frequency during preseason camp. However, the transition from productivity to tactics has proven difficult. Northern Colorado head coach Ed Lamb, who hired an AI company to explore the technology's potential, described the current play-calling suggestions generated by AI as "absurd."

The tension of the 'human factor'

This cautious adoption surfaced during the Big Sky football kickoff weekend in late July, reflecting a broader conflict between advanced analytics and the traditional nature of athletic competition. The debate was intensified by reports from The Athletic suggesting that Major League Baseball teams may have used league-issued iPads to access generative AI for real-time, in-game pitch-calling decisions.

For Big Sky coaches, the prospect of AI-driven play-calling is an unwelcome intrusion. Southern Utah head coach DeLane Fitzgerald expressed strong opposition, stating, "I don’t see a path forward where AI creeps into playcalling. Man, I hope not." Similarly, Montana head coach Bobby Kennedy emphasized the need to preserve the human factor in the game to prevent it from becoming entirely about analytics and artificial intelligence.

Why the 'art' of coaching persists

The resistance highlights a critical gap in current AI capabilities: the inability to account for volatile human variables. While a machine can process historical data, it cannot gauge player fatigue, mental toughness, or the immediate impact of a real-time injury. These elements remain central to the "art" of coaching, where intuition and emotional intelligence often outweigh raw data in high-pressure moments.

The road ahead

As AI continues to evolve, the divide between its use as a productivity tool and a tactical advisor will likely sharpen. For now, the Big Sky Conference serves as a case study in balanced adoption—leveraging efficiency in the office while guarding the sideline. The industry will be watching to see if generative AI improves enough to offer viable tactical suggestions or if the 'absurdity' noted by Coach Lamb remains a permanent barrier to entry in the huddle.