From Skepticism to Momentum: Lessons from the Spurs’ Enterprise AI Journey

When the San Antonio Spurs set out to introduce AI across their organization, they didn’t start with technology. They started with people.

With a human-centered approach and OpenAI's partnership, the Spurs moved from early skepticism to organizational momentum — achieving 85% AI fluency across teams, saving over 1,800 hours monthly, and unlocking innovations across operations, partnerships, community outreach, and fan engagement​.

Here’s what we learned — and what we hope can guide your own journey.

Rather than imposing quotas or rigid use case requirements, the Spurs built a culture of experimentation. Employees were encouraged to explore, experiment, and even fail safely. Curiosity was the catalyst — and measurable ROI followed.

Key Insight:
You don’t need all the answers to start. Focus first on creating genuine pull, not top-down push.

Technology adoption succeeded because it felt intuitive, not intimidating. OpenAI's tools blended seamlessly into daily workflows, allowing teams to solve real challenges — from analyzing fan feedback in minutes to designing leadership programs that resonate across cultures​.

Key Insight:
Choose tools that meet people where they are. Adoption grows naturally when technology feels like an enabler, not an obstacle.

Success wasn’t just about selecting the best AI technology. It was about finding a partner who understood our values, our goals, and how we work.
We chose OpenAI not only for their leadership in the AI industry, but because they were the right cultural fit — collaborative, human-centered, and committed to responsible innovation​.

Key Insight:
Pick a partner who fits your culture as well as your technical needs. The right partnership accelerates everything.

The Spurs approached AI capability-building in four progressive phases:

• • Empower the workforce
  • Establish high-impact use cases
  • Automate operations
  • Infuse AI into products and offerings

Each phase built the foundation for the next, balancing immediate wins with long-term transformation​.

Key Insight:
Think of AI adoption as building muscle, not flipping a switch.

Through internal hackathons, peer learning, and structured support systems, the Spurs made AI an organizational capability, not a niche skill.
Teams are now not only using AI — they’re imagining new possibilities with it​.

Key Insight:
Sustainable innovation depends on empowering your people to lead the change, not just adapt to it.

The Spurs' journey wasn't driven by hype. It was grounded in clear goals: enhancing fan experience, deepening community impact, and scaling operational excellence — while staying true to the club’s legacy of teamwork, humility, and integrity​.

Key Insight:
Technology is powerful. Purpose is even more powerful. Stay rooted in who you are.

A Blueprint Any Organization Can Adapt

Our experience proved that successful Enterprise AI initiatives aren’t about chasing trends — they’re about thoughtful design, authentic culture, and human-centered leadership.

If you’re exploring how to start, scale, or optimize AI inside your organization, we’d love to learn alongside you.