# San Antonio Spurs Deploy ChatGPT to Transform Operations and Fan Experience

OpenAI announced that the San Antonio Spurs have integrated ChatGPT into their organization, using custom GPT models to improve both basketball operations and fan engagement.

The NBA franchise is leveraging artificial intelligence to streamline internal processes and create new ways to connect with supporters. According to OpenAI's tweet, the Spurs are deploying custom-built GPT models tailored to their specific needs across different departments.

This implementation represents a significant step in professional sports organizations adopting AI technology beyond basic analytics. While teams have long used data analysis for player performance, the Spurs' approach extends AI into operational efficiency and fan interaction—potentially setting a new standard for how sports franchises operate.

The move signals growing confidence in AI tools among major organizations. Custom GPTs allow the Spurs to train AI models on their specific data and workflows, creating specialized assistants