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Karl Pierburg - Operationalize AI and Data in a High-Stakes Environment
02/04/2026
Karl Pierburg - Operationalize AI and Data in a High-Stakes Environment
Karl Pierburg, SVP, CTO, and Football Strategy & Innovation Officer for the Atlanta Falcons, discusses what it means to operationalize AI and data in a high-stakes, real-time environment. From shaping weekly game plans to enabling smarter in-game adjustments, Karl explains how analytics has evolved from a support function into an essential part of coaching decision-making. The conversation also moves beyond the field into Mercedes-Benz Stadium, where AI powers faster entry, frictionless concessions, and increasingly personalized fan journeys— while still preserving the human elements that make live sports special. Karl shares lessons on scaling impact with small teams, balancing automation with emotion, and why deliberate, governed use of data is what creates lasting competitive advantage.
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