CFB Newsletter: Brian Kelly is Using Claude for ... What?
AI has worked its way into college football. The way Kelly is using it, however, is a little weird.
Welcome to the College Football Newsletter, where money doesn’t grow on trees. But there is money in Boise’s blue turf.
Brian Kelly is using AI. In a video interview with USA Today, the former LSU coach says he’s using Claude to give him potential questions to prepare him for the next time he talks to an athletic director for an open job. He’s creating a job coach of sorts, a role that undoubtedly has a human equivalent Kelly could easily find. For as long as Kelly has been in college football, he should have a rolodex of people still in the industry whom he can talk to in order to be well prepared. Which raises the question: Why tell us this?
More important than Brian Kelly’s AI use is him informing people that he’s using AI. He has already learned one thing: if you slap a mention of AI onto an existing entity, you’re bound to get some sort of advantage in the attention economy. That’s partially why his interview was aggregated by other sites and partially why I’m writing about it now. By the way, did you hear that Allbirds and TOTO are shifting their focus into AI? If a former shoe company and a toilet manufacturer can rebrand for attention, why can’t a former head coach? (Editor’s note: Long live Allbirds, aka the Salesforce 1s.)
Broadcasting that to potential athletic directors is Kelly’s attempt to show that he’s on the cutting edge of … something, though depending on the line of questions being generated, that may not be football-related. He could develop great interviewing skills while also not adapting his coaching style to what his contemporaries are currently doing. And sometimes that might be enough. This is adjacent to not firing a coach or a coordinator because they’re a good hang outside of the workplace. That happens fairly often, though I haven’t seen any public instances of Kelly being a good hang. Whatever AI’s capabilities may be, rehabbing Kelly’s image would be the technology’s greatest trick yet.
Also interesting about this: how Kelly is using AI. Interview prep isn’t the first use I would think of when trying to figure out its application in college football, especially because Kelly has been a head coach for a long time. He already knows how both the interviewing process and the modern game work. Elsewhere, schools have used it to improve ticketing revenue. More than likely, data and roster analysis would be a more apt use of the technology than a coach thinking Claude could get him in an AD’s good graces. Especially with the increased player moves via the transfer portal, it can be hard to keep up and AI can theoretically handle some of the analysis. That carries risks, though.
And luckily for us, we have ESPN’s Bill Connelly on the show this week to talk about all this.
Two podcast episodes for you to catch up on
Bill joined the Wednesday show to talk about how data is harder to analyze now that more players are entering the transfer portal. That, in turn, has teams like Notre Dame at the top because they are retaining production from the previous season. Bill, Alex, and Richard also spent some time talking about databases and how AI is (and probably isn’t) helping schools and administrators do their jobs. You can listen to the episode here or watch the video version on our podcast YouTube channel.
New Sports Business Hour for subscribers! Richard and Alex ask Matt what the deal is with ESPN moving some Duke games to Amazon Prime. They also talk about [checks notes] The Rock’s greatest contribution to pop culture.
Some recommended reading from our crew + friends
Spirit Airlines is shutting down. And even though folks in Washington would have played a political blame game, the real answer is that the budget airline succumbed to a litany of economic and political forces, as Alex outlines over at Slate.
Over at CBS Sports, Richard chronicled what went wrong at Texas in 2025 and how the Longhorns can improve heading into the 2026 season.
Richard is also doing a video series over on his Instagram about teams that can bounce back this season. This week’s topic is Clemson. If you’ve been a subscriber for a minute, you might already know some of what he’s going to bring up.
We brought this up in the Sports Business Hour, but if you want to go more in depth on what the Duke games going to Amazon Prime mean (and don’t mean), read Matt Brown’s full analysis over at Extra Points.
Three-star recruit Duece Jones-Drew committed to UCLA this week. If you remember seeing his dad play for the Bruins, don’t forget to do your stretches before getting out of bed tomorrow morning.
Thanks for reading and we’ll talk to you next week.