Percorrer por autor "Costa, Daniel Silva"
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- From Moneyball to AI : the disruptive potential of AI in football scouting and performance analyticsPublication . Costa, Daniel Silva; Rajsingh, PeterThis dissertation investigated how artificial intelligence (AI) potentially disrupts football scouting and performance analytics as well as adoption dynamics shaping implementation. Moneyball is treated as an historical data analytics reference in professional sports. Moneyball disrupted baseball but did not yield comparable transformation in football. AI represents the next step for football disruption. This study employed a mixed-methods design, combining quantitative data from a consumer survey of 106 respondents with qualitative insights from 12 expert interviews from the football industry on barriers and drivers of AI in football scouting. Regressions and mediator/moderator tests identified determinants of acceptance and perceived disruption, while qualitative content analysis assessed experts’ opinions. The research indicated AI is a complement rather than a substitute for human scouts, with long-term strategic alignment and ownership structures supporting data-driven decision-making. Building internal club capabilities and proprietary models will be a crucial differentiator. Perceived as barrier by literature and experts, the survey suggested latent AI acceptance by fans (56.6% neutral, 25.5% high). This study provides insights into technology adoption and perceptions in a dynamic, emotionally charged, and closed environment.