In the ever-evolving world of professional sports, the San Antonio Spurs are quietly orchestrating a technological revolution. Beyond the courts and the roaring fans lies a digital arena where algorithms, analytics, and artificial intelligence redefine how the game is played, managed, and experienced. At the center of this transformation is Brian Finer, the chief information officer of Spurs Sports & Entertainment, who is reshaping what it means to lead in the modern sports enterprise.

Finer’s approach to information technology is not confined to managing servers or maintaining connectivity. It is about creating a living, breathing ecosystem of data — one that fuels player performance, deepens fan engagement, and sharpens strategic foresight. Under his direction, the Spurs have turned AI from a buzzword into a practical instrument of competitive advantage.

For specific tools, the Spurs have partnered with OpenAI, utilizing ChatGPT to streamline tasks and boost efficiency, saving more than 1,800 hours monthly. They have also explored technologies such as ReelMind.ai for in-depth game analysis and Gan.AI for personalized video content for fans. These tools underscore the Spurs’ commitment to leveraging cutting-edge solutions for organizational excellence.

The team’s player development program stands as a prime example of how this integration works in practice. Using platforms such as ReelMind.ai, the Spurs gather and analyze enormous streams of performance data that include shooting mechanics, fatigue levels, movement efficiency, and subtle shifts in posture or reaction time. These insights allow the coaching staff to tailor individual training regimens down to the smallest detail. The result is not just better athletes but smarter athletes — players who understand their bodies and decisions through the lens of data.

AI has also stepped off the court to shape how fans experience the game. Platforms similar to ChatGPT now analyze engagement patterns across social media and digital content, allowing the organization to personalize experiences for supporters around the world. Whether predicting which highlights fans are most likely to watch or crafting tailored promotions during live games, the Spurs are blending technology and emotion to keep the human connection alive in a data-driven world.

This dual focus, enhancing both player and fan experience, reveals a subtle truth about AI in sports: It is not about replacing intuition; it is about refining it. Coaches still trust their instincts, but those instincts are now backed by layers of analytical evidence. Fans still cheer for the thrill of the moment, but the moments themselves are designed to feel more personal, more alive, more responsive.

For the broader sports industry, the Spurs’ example offers a blueprint for digital transformation led not by star players or marketing executives but by the CIO, a role once confined to back-office functions but now essential to shaping the entire enterprise. Information technology has become a strategy. The data center has become the new locker room.

The implications extend far beyond Texas. For leagues in developing markets such as the Philippines, where basketball is both religion and rhythm, the Spurs’ model offers inspiration. Local franchises could leverage similar analytics to identify young talent, optimize training schedules, and deepen connections with fans who increasingly live in digital spaces. The gap is not in passion but in adoption. AI, properly used, can help bridge that divide.

Yet, amid all this innovation, the challenge remains: how to keep technology in service of humanity. The Spurs’ success lies not in their algorithms alone but in how they use them to tell better stories, understand their players, inspire their fans, and strengthen the fabric of community that sports uniquely creates.

As the digital landscape continues to evolve, one thing becomes clear: The future of sports will not be written solely in playbooks or spreadsheets but in the seamless conversation between human genius and machine intelligence. The Spurs have simply started that conversation early, and they are listening carefully to what the data has to say.