AI on the Touchline

How ChatGPT Shaped Robert Moreno’s Time at Sochi

Robert Moreno’s brief spell at Russian Premier League side Sochi has taken on a surprising new dimension months after his departure, with revelations that artificial intelligence played a central role in his daily work. Moreno, former Spain head coach who guided La Roja through Euro 2020 qualifying, was dismissed in September, with poor results initially cited as the reason.

However, club officials later confirmed that his reliance on ChatGPT for training plans, match preparation, travel logistics, and even player recruitment had raised internal concerns.

Former Sochi general director Andrei Orlov said Moreno regularly turned to the AI tool, which became a central pillar of his methods. One incident particularly alarmed the club: a travel schedule for a long trip to Khabarovsk would have left players without sleep for 28 consecutive hours. Although the plan was adjusted, it highlighted Moreno’s heavy dependence on the technology.

AI also influenced transfers. When Sochi sought to strengthen their attack, Moreno input performance data on several striker options into ChatGPT, which recommended Artur Shushenachev. It was a verdict that strongly guided the club’s decision.

While officials did not oppose technology as a support tool, concerns grew over how much responsibility Moreno delegated to AI. “It’s a tool like any other. Why not use it?” Orlov said. “But for Moreno, GPT became one of the main ones.”

Moreno, however, denies the reports. In an open letter to Spanish media, he stated: “I have never used ChatGPT or any AI to prepare matches, decide line-ups, or choose players. That is completely false.” He stressed that all sporting decisions were made by him and his staff, with tools like GPS, Wyscout, video analysis, and scouting platforms serving only to assist.

Ultimately, disappointing results, unconventional methods, and internal disagreements proved decisive. As clubs increasingly embrace data and technology, the Sochi case highlights the fine line between innovation and overreliance in modern football, while raising questions about perception versus reality in AI’s role on the touchline.