Seattle Reign FC head coach Laura Harvey. (Reign FC Photo)
Generative AI has made its way onto the professional soccer field.
Laura Harvey, head coach of Seattle Reign FC, said this week that ChatGPT helped her come up with a new defensive strategy.
Speaking on the Soccerish Podcast, Harvey said she was curious if ChatGPT could answer questions about soccer. So she started prompting OpenAI’s chatbot with questions about her team.
At first, she asked broad questions like, “what is Seattle Reign’s identity?” She didn’t really love the answer.
But then she asked: “What formation should you play to beat NWSL teams?”
It then listed every team in the women’s soccer professional league, with a suggested formation. And for two of the teams, it suggested “back-five,” a defensive setup using five players in the backline.
Harvey said she wasn’t super familiar with the strategy and had not used it as a coach.
She took the AI suggestion to her staff and did a deep dive on the potential change.
“We liked it,” Harvey said. “And it worked — we won the game.”
Harvey, a three-time NWSL Coach of the Year, didn’t reveal the opponent but said they were “really good.” Now the team uses the formation as an option during matches. The Reign have improved since last season and are ranked fourth in the NWSL heading into the playoffs.
It’s a fascinating example of using AI as a tactical consultant, combining human expertise and intuition with machine suggestions.
“It didn’t tell you how to play it, what to do in it or any of that stuff,” Harvey said on the podcast. “But it was like, ‘This is what we would say to do.’ And I was like, ‘Hmm, interesting.’ And that was what spurred me to look into it. So then I really looked into it.”
Across industries, professionals are treating tools such as ChatGPT as sounding boards — running ideas by them, exploring scenarios, or pressure-testing strategies before making decisions.
OpenAI’s own research this year found that people increasingly rely on ChatGPT “as an advisor rather than only for task completion.”
“ChatGPT likely improves worker output by providing decision support, which is especially important in knowledge-intensive jobs where productivity is increasing in the quality of decision-making,” according to the research.
NBA Commissioner Adam Silver is interviewed during Amazon’s first-ever live streamed NBA game on Friday. (Screenshots via Prime Video stream)
“It is here, it is real, it is happening,” said play-by-play announcer Ian Eagle. “The NBA on Prime.”
And with that, Amazon’s foray into live streaming NBA games tipped off.
Amazon marked a major milestone with its growing sports portfolio on Friday, broadcasting its first-ever live NBA game around the world. The matchup — Celtics vs. Knicks — was part of an 11-year deal that gives Amazon exclusive rights to select regular season and playoff games.
We watched the game via Prime Video — accessible with a $139/year Prime subscription — and came away impressed.
The stream ran seamlessly across Fire TV, iPhone, and MacBook. The quality was crisp, load times near-instant, and there wasn’t a hint of lag — at least on a home WiFi connection. Amazon’s 1080p HDR video and 5.1 surround sound were a slam dunk.
The broadcast looked and felt like a traditional national telecast.The graphics mirrored what fans expect from ESPN or TNT, the commentary came from familiar voices — Eagle and Stan Van Gundy — and the pregame show from featured a slick set with former NBA stars at Amazon MGM Studios.
Amazon’s pre-game show features a LED court that helps analysts explain basketball dynamics. The show includes (from left) host Taylor Rooks and former NBA stars Steve Nash, Udonis Haslem, Dirk Nowitzki, and Blake Griffin.
But under the surface, Amazon quietly tested a new frontier: in-stream sports betting.
The most noticeable new feature was the FanDuel integration, Amazon’s latest experiment in blending live sports and interactive technology.
Fans watching on Fire TV could log into their FanDuel accounts through Prime Video to view real-time betting information and track wagers directly within the broadcast.
You can’t make actual bets on Prime Video — not yet, at least— but it marks a subtle yet significant shift in how live sports may evolve on streaming platforms.
I was surprised when NBA Commissioner Adam Silver joined the broadcast for a live interview. Sideline reporter Cassidy Hubbarth opened by asking about the scandal.
Silver said he was “deeply disturbed” upon hearing the news.
“There’s nothing more important to the league and its fans than the integrity of the competition,” he said.
Silver also praised Amazon’s coverage: “I should have started [by saying] how excited we are to be on Amazon,” he said. “I guess I wouldn’t have predicted that my first interview on Amazon would be about sports betting.”
The interview underscored how Amazon’s coverage didn’t shy away from real-time news relevance — adding a traditional journalistic layer within a tech-powered broadcast.
It was also a surreal moment: the NBA’s top official discussing a sports betting scandal during the league’s debut on a platform now integrating betting tools into its stream.
Amazon has other new tech-fueled features including advanced NBA stats powered by Amazon Web Services — but I didn’t notice that during Friday’s broadcast.
One of the only stumbles for me came on the Fire TV user experience, which feels clunky compared to mobile or desktop. Navigation wasn’t intuitive, and the remote’s button mapping made simple actions harder than expected.
But overall, the whole experience felt less like a tech demo and more like a finished product.
Amazon.com’s homepage promoted the NBA game.
Amazon’s sports strategy is crystalizing: use live sports to drive Prime signups and boost engagement across its ecosystem. The broadcast was promoted on Amazon’s homepage and apps. Live sports also helps fuel Amazon’s growing advertising business.
Bloomberg reported that Amazon is paying $1.8 billion annually for the NBA rights.
As more people cut the cord, sports leagues are increasingly partnering with tech companies as their existing deals with traditional cable providers expire. Companies like Amazon, Apple, and Netflix are hungry for valuable content such as live sports to draw more subscribers to their respective platforms.
Amazon also aired the Timberwolves vs. Lakers game on Friday evening. It will stream 66 regular season games this year, along with some playoff games.
The company also separate deals to air the NFL’s Thursday Night Football, WNBA, and Premier League, among other sports-related programming on its Prime Video platform.
The NBA debut on Friday was a reminder of Amazon’s approach to live sports: combine the reliability of broadcast TV with subtle tech layers — such as betting, data, and e-commerce — built on its AWS cloud infrastructure and Prime membership model.
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