Joe Mazzulla, the head coach of the Boston Celtics, is gaining attention not just for his passionate persona and memorable quotes, but also for his analytical approach to basketball. Since taking the reins of the team in 2022, he has emphasized the Celtics' strategic use of the 3-point shot. Recently, during his appearance on 98.5 The Sports Hub’s “Zolak and Bertrand,” he surprised listeners by sharing that he employs Claude, an AI tool developed by Anthropic, to enhance his coaching methods.
In a conversation with the media, Mazzulla elaborated on how AI aids him in various aspects of his day-to-day responsibilities. "It helps organize, improve efficiency, and deepen understanding," he noted. He uses it as a conversational partner to explore ideas such as, “What am I struggling with?” and seeks insights from psychological perspectives, research, and data. This tool allows him to quickly gather information that can clarify and improve processes, including practice planning and halftime discussions.
Mazzulla’s approach is not isolated; the use of AI is becoming prevalent across professional sports. For instance, in June 2025, Thomas Dimitroff, a former executive with the Falcons and Patriots, reported that around 75% of NFL teams had begun integrating AI into their weekly routines. In addition, Major League Baseball intervened during the 2026 season to prevent teams from using dugout iPads for generative AI purposes during games, citing concerns over adherence to established technology guidelines.
Mazzulla’s incorporation of AI extends beyond traditional coaching strategies. He is reevaluating how athletes absorb and retain information during video review sessions. He engages in comparative analysis of basketball tactics with those in sports like soccer and handball, considering their implications on player comprehension.
For Mazzulla, every coach develops systems and rituals believed to maximize winning potential. He explained, “A platform like that challenges the efficacy of your methods. For instance, how we conduct film sessions—is the traditional structure the best way to promote retention and understanding?” He is continually asking whether their film viewing practices and the types of questions posed during these sessions are optimally designed to ensure athletes grasp the nuances of the game.
Ultimately, Mazzulla sees AI as a valuable tool that pushes the boundaries of conventional coaching wisdom, revealing potentially more effective methods of enhancing both team and individual performance. By integrating these advanced technologies, the Celtics aim to refine their strategies and maintain a competitive edge in the evolving landscape of professional sports.
