Hawthorn’s AI Gambit: Sam Mitchell Defends Tech Push Amidst Criticism
Hawthorn coach Sam Mitchell has hit back at a wave of criticism following revelations that the club is embracing artificial intelligence (AI) in its pre-season preparations. Mitchell, a decorated former player and 2012 Brownlow Medallist, has openly discussed his daily use of AI to enhance various aspects of club operations, from in-depth opposition analysis and identifying emerging coaching trends to refining communication strategies with his playing group.
The initial report, broken by AFL journalist Mitch Cleary, even characterised the coach’s foray into AI as a “new obsession.” Mitchell himself elaborated on the practical applications, sharing an anecdote about using AI to prepare for a sensitive conversation with a player. “I had an important conversation with a player coming and I wanted to discuss a couple of things in his game and I just asked it (AI) questions about ‘how could I frame this question to make sure he feels this way about it’, so I use it for a bit of preparation,” Mitchell told Channel Seven.
He stressed that while there might not be a single, overarching master plan, the club’s approach is a collective effort to leverage a technology that is undeniably shaping the future. “We know that it’s the future of technology. Every club is trying to use technology to get an edge, and AI is the thing in vogue,” Mitchell explained.
However, these candid comments have sparked a significant backlash on social media. The original post detailing the story garnered hundreds of thousands of views, with the overwhelming majority of responses expressing scepticism and disapproval. Prominent figures in sports journalism also weighed in. AAP journalist Oliver Caffrey sarcastically tweeted “slopball,” a jab at Hawthorn’s former club slogan, “Hokball.” Max Laughton of Fox Sports humorously declared, “alright (sic) I’m off the Hawthorn bandwagon.”
The broader societal unease surrounding AI, particularly in the professional sphere, appears to be heavily influencing public sentiment, with a general undertone of apprehension towards its increasing integration.
Defence from the Booth: Kane Cornes Champions AI Adoption
Offering a staunch defence of Mitchell’s innovative approach was Port Adelaide great Kane Cornes. Speaking on SEN radio, Cornes argued that all AFL clubs should be proactively exploring every available avenue to gain a competitive advantage.
“I saw that Sam Mitchell was smashed for his use of AI,” Cornes stated. “What I will say is that coaches and clubs that aren’t using AI are that far behind, it’s not funny.”
Cornes acknowledged the humorous perception of Mitchell relying on AI for basic coaching tasks but highlighted the more sophisticated applications being explored. “It’s a fun joke to say Sam Mitchell’s punching in (on ChatGPT), ‘How do I speak to a player?’ on AI. That was one example that he used, but they’re also using it with running patterns and high-speed running that the players are going at and using all sorts of different technology that probably other clubs aren’t using.”
He reiterated his strong stance: “If your club is not using AI, if your coach isn’t using it, you’re that far behind, it’s not funny. So, for everyone who had a laugh and smashed Hawthorn, and I just wanted to say once again, they are that far ahead, I reckon, than the others.” Cornes concluded by suggesting that while many clubs are likely adopting AI, those who aren’t are significantly lagging.
Mitchell Doubles Down: “Surprised by the Reaction”
Later in the same SEN broadcast, Sam Mitchell elaborated further on his commitment to AI, expressing surprise at the negative reaction. “I was very surprised at the reaction,” the Hawthorn coach admitted.
He shared his perspective on the relentless pursuit of improvement within professional sports. “You spend all this time trying to make your footy club the best place it can be, and I did hear your comments before Kane, if you’re not attacking AI wholeheartedly… I went overseas last year and had a look at some sports clubs and businesses in New York and I could not believe how they had integrated it so cleanly.”
Mitchell underscored the efficiency gains AI offers, particularly in data analysis. “All these people do so much work on data and if you can make that more efficient, who wouldn’t be doing it? So I was surprised.”
Mitchell is currently in Perth, contributing to Victoria’s coaching staff for the upcoming State of Origin revival match scheduled for Saturday night. His proactive embrace of cutting-edge technology, despite the initial backlash, positions him as a coach looking to the future of Australian Rules Football.
