CAF WIDP: The Impact of Artificial Intelligence in Women's Football

The opening of the CAF Women Instructors Development Program (WIDP) seminar on Tuesday, 04 February brought together football professionals to discuss the growing impact of artificial intelligence (AI) in football, with a particular focus on its use in management and leadership.

This enriching session was led by Jules McGeever, Marketing Manager at Celtic FC, and overseen by CAF’s Head of Women’s Football, Ms Meskerem Tadesse Goshime. The highlighted the intersections between emerging technologies and leadership development in football.

The CAF Women Instructors Development Program is another innovative addition to CAF’s Women’s Football Development strategy and will run in different modules between March and May 2025.

The Role of AI in Influencing Leaders

The seminar addressed key themes, including the essential role of leadership, the adaptation of management styles, and the importance of communication. McGeever emphasized that a leader should inspire through influence rather than authority, and that AI can play a crucial role in analysing behaviours and providing precise feedback on leadership practices. 

“AI allows us to extract essential data on human behaviours, which helps us better understand how leaders can influence and motivate their teams more effectively,” McGeever stated. 

The goal is to strengthen the discipline and responsiveness of leaders when facing complex, situations.

The Adaptability of Leadership Styles in a Sports Environment

The adaptability of leadership styles was also discussed, particularly in the sports context where team dynamics are constantly evolving. AI could assist in refining coaches' decisions based on players' performances and interactions. McGeever compared this approach to running a marathon, where discipline and perseverance are crucial for long-term success.

The Importance of Self-Confidence for Female Leaders

Another important aspect of the seminar was the significance of self-confidence for female leaders. In a field where women are still underrepresented, AI could play a supportive role by enabling leaders to better understand the perceptions of their communication, particularly their body language and tone of voice, to enhance their authority without adopting an overly authoritative approach. 

“AI allows us to detect details invisible to the naked eye, such as micro-expressions and tone of voice, which is essential for strengthening the presence and communication of female leaders,” McGeever added.

The Challenges of Integrating AI into Sports

The challenges of integrating AI into sports were also discussed, emphasizing the need for human understanding behind the data. AI should not replace human interpretation and management of teams but rather complement them. The ethics of using data and respecting players' privacy remain important for the successful integration of AI into sports management.

AI for Delegation and Stress Management in Leadership

The seminar also highlighted the importance of delegation and stress management in leadership. Jules McGeever stressed that a true leader must know when to delegate tasks and how to maintain an overview. AI could assist leaders in delegating more effectively by analysing the skills and weaknesses of team members. In terms of stress management, AI can provide real-time assessments of emotional states, enabling informed decisions to keep a team calm and resilient.

AI, a Valuable Tool for Female Leaders in Football

This is the first step of a three-month program, with the next module focused on communication, scheduled for 18 March 2025. Instructors will participate in both online and in-person sessions, with a final evaluation taking place in Addis Ababa in May 2025. 

This program is part of a larger effort to promote women in football leadership and encourage them to take key roles in the management and coaching of football in Africa. AI could be a valuable tool in this initiative, supporting leaders in optimizing their impact, improving their management and building strong relationships within their teams.