Former AFL Essendon Football Club player and coach James Hird has taken on a new role at an AI software firm in Melbourne.
Australian AI company Affinda has appointed Mr Hird as the full-time Global Head of Affinda Sports, after he missed out on the head Essendon coaching position to Mark McVeigh.
The 53 year-old said the opportunity to combine his passion for sport with Affinda’s AI capabilities made the move a natural fit.
“It’s no secret I’ve been thinking about my next move,” Mr Hird said.
“I wanted an opportunity that builds on my coaching experience and keeps me connected to elite performance.
“The chance to work at the intersection of AI and sport is incredibly exciting.”
Working with Affinda’s AI product and engineering teams, Mr Hird will help sporting organisations identify where AI can deliver the greatest impact and translate those opportunities into practical solutions.
His remit will span governing bodies, national sporting organisations, clubs, associations and commercial partners.
Elite sport generates vast amounts of data, but turning that information into timely, actionable insights remains a challenge.
Affinda is applying advanced AI to connect disparate datasets, uncover previously unseen patterns and help sporting organisations make better decisions during competition.
These capabilities also extend beyond competition to areas such as fan engagement, membership and commercial operations.
Affinda’s Co-founder and Chief Executive Officer Tim Toner said Mr Hird brought a rare combination of elite sporting experience and business leadership.
“He understands both the competitive and commercial realities of professional sport,” Mr Toner said.
“Elite sporting organisations have become highly sophisticated in how they collect and analyse performance data, but advances in AI are rapidly changing what’s possible.
“We see an enormous global opportunity to help sporting organisations unlock the value of the data they already have to make smarter decisions, improve sporting performance and drive commercial growth.”
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