Texas is putting a chatbot in the coaches’ room and building an entire lab around it.
On Friday, the school unveiled Bevo Lab, a 25,000-square-foot sports analytics and artificial intelligence hub inside Austin’s Innovation Tower, with Google Cloud, Dell Technologies and SHI International serving as founding corporate partners. Texas says the setup is the first of its kind focused on sports analytics, and it is designed to serve all 21 sports on campus.
The football side is already getting the most visible payoff. Texas says early work with Google Public Sector has cut more than 15 hours a week from the staff’s game-prep load this season. Coaches now type in questions about an opponent’s tendencies, and Google’s Gemini combs through cloud-stored data to answer them: how often a team blitzes on third-and-5 or shorter, which receiver gets targeted on third down, whether it leans run or pass in short-yardage situations.
The tool is still a prototype, but Texas says the plan goes well beyond football scouting reports.
“It’s not the boogeyman,” Texas athletic director Chris Del Conte told CBS Sports. “Let’s lean into this. Let’s lean into analytics.”
Kirk Goldsberry, executive director of the Business of Sports Institute at Texas, said the time savings come from the Longhorns’ game-planning reports, which Google engineers helped rebuild by digging through what he called “haystacks of data.”
“They would come in Saturday night or Sunday morning and have their game planning reports ready for big meetings Sunday and Monday,” Goldsberry said. “That was a giant pain in the rear end. We were able to streamline some of that.”
Goldsberry, who built his reputation charting NBA shots for ESPN’s Grantland and later worked as the San Antonio Spurs’ vice president of strategic research and head analyst for Team USA Basketball, said the delay was exactly the kind of problem the lab was meant to solve. He also wrote the New York Times bestseller “SprawlBall.”
“The biggest mystery here is why did it take so, so freaking long for this to happen at a university?” he said.
Texas says the first Bevo Lab team includes 24 undergraduate students who will begin training with Google next week. In year one, the school expects the lab to involve as many as 40 student researchers, with plans to scale to 200 a year. Del Conte said construction should wrap in about three months, while Goldsberry said the lab will be fully operational in 2027.
“I got undergrads who are dying to do it,” Goldsberry said. “I got grad students who are already good at it.
I got faculty who are teaching it. And then I got a lab full of athletes and teams and coaches that are desperate for it.”
A key football product already in use is Football Scouting Intelligence, which automates the opponent data and video reports that Steve Sarkisian’s staff used to assemble manually each week, Goldsberry said. The system can also process information from human movement tools made by companies such as Catapult, tracking things like acceleration, deceleration, heart rate and wear and tear. Texas plans to keep feeding more data into the system, starting with football.
Del Conte, who said he once picked up game tape at the bus station and spliced it for coaches, believes this kind of technology will soon challenge long-held play-calling habits.
You think your favorite play is the correct one to call in a certain situation? Well, Google Gemini might sort through the data and discover it's one of your least productive plays in that situation.
“If it's someone's favorite play, you go, well, sir, that's the proof of the pudding,” Del Conte said. “I don't think that's your favorite play anymore.”
The institute’s work is not limited to football. It has also been used to scout transfer-portal players in basketball, where Transfer AI grades prospects and projects how they would fit at Texas against an SEC schedule.
Goldsberry said he pulled in data scientists from his Spurs days to build models that rate roughly 5,000 men’s and 5,000 women’s college basketball players. Men’s coach Sean Miller and women’s coach Vic Schaefer use the system, he said.
A football version of the model assigns scores to transfer targets at nearly every position group, according to the institute’s website.
“I don't care if you're playing at Harvard, if you're playing at Michigan, if you're playing at Bowling Green, I've got you scouted,” Goldsberry said.
The data is also used to guide what Texas should spend in revenue-sharing money, with Goldsberry framing the issue as more than just identifying talent. It is about finding the right player at the right price.
“it's being the best player within our budget.”
Texas is not alone in leaning into artificial intelligence. NFL teams already use Microsoft Copilot-powered tools in the coaching booth, and Arizona State began using Intel AI-powered computers for recruiting and game preparation in 2025. Texas is betting on scale: a university-run lab, Google engineers and student researchers building tools for 21 teams and more than 500 players.
Del Conte said the school wants Bevo Lab to set the standard.
He called it a project that “will become the global benchmark for innovation in sports AI and data analytics,” and said he hopes the model “spreads like wildfire” to other schools.
Matt Renner, Google Cloud’s president and chief revenue officer and a Texas graduate, said the company already works with universities, but not at this level.
“We're not leaning in like this,” Renner said.
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