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.

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.