Bulldogs general manager of football Phil Gould has revealed that artificial intelligence plays a significant role in the day-to-day operations of NRL clubs in 2025.
In a recent episode of Six Tackles with Gus, the 67-year-old suggested that the Bulldogs use the revolutionary technology "for everything."
"Our coaches use it, our staff use it, our marketing and administrative team use it... [it's] absolutely extraordinary," he said.
"Our whole constitution, we’ve put all our salary cap, we’ve put all our contracts, we’ve put all our employment contracts, all our administration [into AI]."
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The Bulldogs are uniquely positioned to leverage AI, given that their chairman Adam Driussi is the chief executive officer of Quantium, a data science company.
"He’s actually modified a version of AI for the Bulldogs," said Gould.
The extent of its use is unclear and unlikely to be made public given the proprietary nature of the technology.
However, looking at other sectors and sporting codes, it would be reasonable to assume that artificial intelligence will dominate a lot of the systems and processes at NRL clubland.
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Large language models have the capability to analyse large swaths of data, which is particularly useful when trying to identify trends over time.
From high-performance strategy to roster management, and everything in-between, the AI frenzy has reached rugby league's shores and it's yet to be seen whether or not it will become one of the great differentiators or separators between NRL clubs.