James Hird swaps coaching hopes for AI firm role

James Hird, after being passed over for the senior coaching position at Essendon, has taken a new direction in the tech world.

He will lead the sports division of a $220 million artificial‑intelligence firm that is backed by his former Essendon chairman, Paul Little.

The move sees the former VFL great swapping boots for bytes, applying his football insight to a data‑driven environment.

While Essendon looked elsewhere for a coach, the AI company has welcomed Hird to help shape its sports‑technology offerings.

His appointment highlights the growing trend of former players moving into tech and analytics roles after their on‑field careers.