When Sam Mitchell traveled to the United States in October, the Hawthorn coach was captivated by how the Ohio State Buckeyes football program seamlessly integrated artificial intelligence into their operations. It wasn’t a topic of open discussion, yet AI’s presence was ubiquitous and had been for some time.
The Hawthorn coach, who regularly uses the off-season for professional development, visited six other universities and organizations in the U.S. to explore AI’s benefits. Now, he applies this technology not only during the week at the club but also during games. Most AFL clubs are incorporating AI for various purposes, including coding, analysis, injury management, and presentations.
AI: A Game Changer in Sports Strategy
Despite initial public skepticism, Mitchell is convinced that embracing AI is crucial to staying competitive. “Two things happened out of my comments, which I was a bit naive to, to be honest,” Mitchell told AFL.com.au. “The first one was a whole bunch of people said, ‘What? What is this? How is he using this for football? This is not right’. And then a whole bunch of other people said, ‘Hey, I think we can help you, have you considered this and would you like that?'”
Mitchell sees data as a means to an end, preferring AI to quickly distill information. “Having something as powerful as some of the AI models that are out now is a way that I can spend way less time looking at numbers and more time doing other parts of your coaching, which is my preferred parts,” he explained.
“It’s a way to build efficiency… I’m not an expert. I know that it is a big part of the future, so I’m trying to stay up with it a little bit.”
Hawthorn’s New Home: The Kennedy Community Centre
Hawthorn’s relocation from Waverley Park to the $113 million Kennedy Community Centre in Dingley marks a significant shift. Mitchell, who experienced the move from Glenferrie Oval in 2006, acknowledges the profound impact of the change. “Moving to here, which doesn’t have a history, has been something I was mildly worried about if I was honest, right before we moved. But after being here, I actually can’t believe the difference that it’s made in a positive way, in almost everything,” he said.
The new facilities have fostered a sense of community and professionalism. “There’s a level of warmness about the whole building that makes everyone want to stay,” Mitchell noted, highlighting the positive atmosphere that encourages players to remain engaged even after official hours.
Weather Challenges and Adaptations
Despite the state-of-the-art facilities, the Kennedy Community Centre’s elevated location initially posed challenges due to wind exposure. “The first two weeks it was front and centre of my mind, I was really worried about it,” Mitchell admitted. However, conditions have improved, and the team has adapted to the new environment.
Strategic Developments and Future Aspirations
Following their exit on the penultimate weekend of 2025, Hawthorn made strategic changes to its development team, including the appointment of Daniel Giansiracusa as the new head of development. “Gia’s been what you thought. He’s got a reasonable sort of media profile. He was very well-established player. He’s been a well-established assistant coach for a long time,” Mitchell said, praising Giansiracusa’s influence on players and coaches.
As Hawthorn aims for success in 2026, Mitchell remains focused on the club’s long-term goals. “Hawthorn has regularly said that we’re a club that is built to win premierships, so the aim from everything that we have built from when I started has been building towards giving ourselves premiership chances,” he stated.
“There’s no promises in this game – we need to keep giving ourselves every chance.”
Entering his fifth season as Hawthorn coach, Mitchell is poised to lead the team with new resources, a fresh environment, and the support of artificial intelligence, all while chasing his first flag as a coach.
