In an era of increasing integration between technology and sports, a controversy over the boundaries of artificial intelligence is unfolding in the football world. Former Spanish national team manager Robert Moreno has added another controversial chapter to his tumultuous coaching career after being dismissed in September 2025 from the Russian team FK Sochi, allegedly for his over-reliance on AI tools for coaching.
From National Team High to Club Lows
Robert Moreno started his coaching career on a high note. As a long-time assistant to Luis Enrique, he made his mark at clubs like Barcelona, Roma, and Celta. In 2018, Moreno stepped in to manage the Spanish national team when Enrique temporarily stepped away for personal reasons, leading the team through 10 matches. However, this period ended in a public fallout with Enrique, who accused him of being “disloyal” upon his return. Moreno later had brief and unsuccessful stints at AS Monaco in Ligue 1 and Granada in La Liga.
The Russian “AI Experiment”
In December 2023, Moreno took charge of the Russian club FK Sochi. However, his path was once again fraught with difficulty. After leading the team through the turmoil of relegation and subsequent promotion, the 2025-26 season began poorly, with the team at the bottom of the table after seven league games. In September 2025, the club announced his dismissal. Subsequently, former FK Sochi general manager Andrei Orlov revealed to the media that Moreno had shown an “excessive dependence” on artificial intelligence during his tenure.
“Non-Human” Decisions Spark Controversy
According to Orlov, Moreno not only used AI tools like ChatGPT to determine starting lineups and substitution timings but also undertook some bizarre experiments. Most notably, he allegedly followed an AI suggestion to have his players stay awake for 28 consecutive hours, believing it would keep them “excited” before a match. Furthermore, Moreno reportedly listened to AI’s advice on player recruitment, signing Kazakh forward Artur Shushenachev, a transfer that ultimately proved to be a failure. Although Moreno himself has denied these accusations, stating he has never used AI to prepare for a match, the label of “AI Coach” has stuck.
A Reflection on Technology and Tradition
Moreno’s dismissal has become a cautionary tale in international football regarding the application of technology. It raises a profound question: in the fast-paced world of football, which relies heavily on human intuition and on-the-spot judgment, what role should artificial intelligence play? While technological advancements have revolutionized tactical analysis and player data management, the core of decision-making still seems to lie with the professional experience and human wisdom of the coaching staff. Victory on the pitch ultimately requires a combination of sweat, experience, and inspiration, not just algorithmic outputs.
