The San Antonio Spurs use ChatGPT to scale impact on and off the court

San Antonio basketball isn’t just a game—it’s a way of life. For over 50 years, the San Antonio Spurs have built their legacy around community, integrity, and team-first values. 

Now, as competition expands beyond the court, the Spurs use ChatGPT Enterprise to accelerate operational growth and scale their distinctive culture to reach international markets.

“We were looking to create real competitive advantages,” says RC Buford, CEO of Spurs Sports & Entertainment. “Being early adopters of artificial intelligence is one powerful way to do that.”

Today, teams across the Spurs organization—spanning data analytics, community engagement, and partnerships—have rapidly developed their own GPT solutions, boosting employees’ AI fluency from 14% to over 85% in months.

Driving cultural change to meet global fan expectations

Like every professional sports organization, the San Antonio Spurs face rising expectations. Fans want hyper-personalized stadium experiences, and the Spurs also sought ways to connect authentically with fans beyond San Antonio—especially in France, Argentina, and South Korea.

Inside the club, teams look for faster ways to analyze data, create content, and expand leadership programs and community impact, often with less overhead.

The Spurs realized that meeting these goals required more than a new technology mandate; it called for new ways of working together.

“We’re very intentional about not chasing shiny objects,” says Charlie Kurian, Director of Business Strategy & Innovation at Spurs Sports & Entertainment. “We start with the goals, not the tools. Then we ask: what’s the most human-centered, efficient way to get there? We didn’t want to just push a tool. We wanted to create genuine pull.”

Building momentum with a people-first rollout

After reviewing several AI vendors, the Spurs chose OpenAI for its cultural fit and the ease with which teams could weave ChatGPT Enterprise into daily workflows.