AI in women's football should be a resource, not a replacement

Twelve Football is working to use limited data to grow the women's game with AI

Published on Feb. 26, 2026

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Twelve Football, an analytics company that incorporates AI, is working to help women's football teams and players utilize data and technology to enhance their decision-making and performance. The article highlights the story of Glasgow City forward Nicole Kozlova, who used Twelve's AI-powered analytics to assess a team before signing with them. The article also discusses the potential benefits and limitations of using AI in women's football, with experts arguing it should be a supplement rather than a replacement for traditional scouting and coaching methods.

Why it matters

The use of AI in women's football is seen as an opportunity to help level the playing field, as many women's teams and leagues lack the resources and infrastructure of their male counterparts. AI-powered analytics can provide valuable insights to teams and players without the need for extensive scouting networks or data science departments. However, there are concerns that some clubs may rely too heavily on AI to compensate for a lack of resources, potentially undermining the development of essential soft skills and a holistic understanding of the game.

The details

Twelve Football, an analytics company founded five years ago, is working to incorporate AI and machine learning to help women's football teams and players. The company has developed an AI-powered analytics tool called Earpiece that analyzes global match data and delivers insights to clubs via WhatsApp. Twelve has worked with clubs like Hammarby, whose women's team has won the league twice and developed players who have moved to the WSL. However, some experts warn that clubs may be tempted to rely solely on AI rather than building the necessary infrastructure and staff to properly utilize the technology.

  • In the summer of 2024, Nicole Kozlova signed with Glasgow City in the Scottish Premier League.
  • In the 2023-24 season, Glasgow City had one of their worst seasons in recent history, finishing nine points behind the top two teams.
  • In her first season with Glasgow City, Kozlova finished as the club's top goal scorer with 23 goals across all competitions.
  • This season (2025-26), Glasgow City sit top of the table, five points clear of Celtic and Rangers.

The players

Nicole Kozlova

A Glasgow City forward who works as a data analyst with Twelve Football and used the company's AI-powered analytics to assess a team before signing with them.

Twelve Football

An analytics company that incorporates AI and machine learning to help women's football teams and players enhance their decision-making and performance.

Pablo Pinones-Arce

The former head coach of Hammarby, who used Twelve Football's AI-powered analytics to confirm what he saw with his own eyes, but did not rely on AI to make decisions or set up his team.

Ida Höglund Persson

The head of decision science at Twelve Football, who argues that the company's AI-powered analytics can be an invaluable tool for women's football clubs that lack extensive scouting networks or in-house data analysts.

Laura Harvey

The Seattle Reign FC head coach who admitted to using ChatGPT during the 2025 NWSL season to brainstorm tactics and formations, sparking a debate about the use of AI in women's football.

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What they’re saying

“Teams can advertise what style they play or how they want to play, but it can be a completely different picture if you look into it.”

— Nicole Kozlova, Glasgow City forward

“Visibility is one of the biggest challenges in women's football right now. Those smaller leagues, the clubs that aren't the 15 competing in the Champions League and some national teams aren't getting as much visibility.”

— Nicole Kozlova, Glasgow City forward

“We have a lot of contact with women's teams from bigger clubs and small clubs. They really see AI as an opportunity of getting analytics that are really advanced without having the resources.”

— Markus Lådö, Co-founder of Twelve Football

“I don't use AI in the way people might think. I don't ask AI what to do for a match or how to set up my team. I have my principles, my ways of working.”

— Pablo Pinones-Arce, Former head coach of Hammarby

“One of the most important things as a coach is to have the right leadership, the right approach to leadership, the right approach to development, to developing players and to actually be there for the players' sake. You can never replace going to the stadium, watching a player live.”

— Pablo Pinones-Arce, Former head coach of Hammarby

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This article highlights the potential benefits and limitations of using AI in women's football. While AI-powered analytics can provide valuable insights and help level the playing field for teams and players without extensive resources, there are concerns that some clubs may rely too heavily on AI, undermining the development of essential soft skills and a holistic understanding of the game. The key is to use AI as a supplement, not a replacement, to traditional scouting and coaching methods.