San Antonio Spurs Expand Their Influence On and Off the Court with ChatGPT

The San Antonio Spurs adopted ChatGPT Enterprise to accelerate operational growth and expand their unique culture into global markets. Through this, they are securing a competitive edge by developing custom GPT solutions across the organization, including data analysis, community engagement, and partnerships.

During the rollout, the team adopted a 'people-first' strategy that focused on goals and people rather than the technology itself. Starting with 150 pilot users, they conducted in-person training, customized onboarding guides, and an internal AI hackathon, raising employees' AI fluency from 14% to over 85% in just a few months.

Currently, a variety of custom GPTs are being used in practice across the organization:

• Fan Voice GPT: Analyzes thousands of post-game comments to provide sentiment summaries
• Transformative Leadership GPT: Creates leadership workshop content tailored to regional cultures
• Counterfeit Merchandise GPT: Identifies suspected counterfeit listings by cross-referencing official inventory data
• Spurs Culture GPT: Helps reflect the team's values and voice in daily work
• Partnership Insights GPT: Converts complex sponsorship data into actionable insights

These custom solutions are contributing to dramatically reduced work hours, data-driven decision-making, and a more personalized experience for fans around the world.