About the Talk:
This session is part of SXSW programming, and a valid SXSW badge is required for entry.
How do you scale AI without losing the human touch? In this session, leaders from the San Antonio Spurs and OpenAI share how they’re using AI to create more meaningful experiences for fans, partners, and communities. From personalized fan engagement and family-focused experiences to internal productivity and decision-making, the Spurs offer a real-world look at how purpose-built AI tools are being used on and off the court. Attendees will walk away with practical lessons on responsible AI adoption, concrete use cases from a global sports franchise, and a blueprint for putting people first while bringing cutting-edge technology to the courtside.
About the Speakers:
RC Buford is currently in his 34th season with Spurs Sports & Entertainment (SS&E), RC Buford was named CEO in 2019. In this role, he provides day-to-day alignment and long-term strategic vision for the 400-plus full-time and 1,000-plus part-time staff who make up SS&E. The organization owns and operates the San Antonio Spurs, Austin Spurs (NBA G League) and San Antonio FC (USL Soccer), as well as manages the day-to-day operations of Spurs Give (Foundation), the Frost Bank Center, The Rock at La Cantera, Toyota Field and STAR Complex.
A two-time NBA Executive of the Year, RC previously served as General Manager and President of Sports Franchises, helping guide the Spurs to sustained success over two decades. His career began in coaching, with roles at the University of Kansas, University of Florida, and alongside Gregg Popovich with the Spurs.
He remains active in global basketball development through Basketball Without Borders and PeacePlayers International and serves on the advisory board for Duke University’s Fuqua/Coach K Center on Leadership & Ethics.
Jordan Kolosey is a data-driven leader in sports and entertainment, bringing over 15 years of experience across six different professional leagues to his role as Vice President of Business Strategy, Innovation & Data Operations at the San Antonio Spurs. Passionate about using data to enhance fan engagement, drive innovation, and build stronger communities, Jordan is committed to creating memorable experiences that deepen connections between teams and their fans. Originally from St. Petersburg, Florida, Jordan played four years of collegiate basketball before earning a B.A. in Economics and an MBA from Rollins College. His career has been defined by a unique blend of analytical expertise, strategic leadership, and a love for the game, making him a dynamic force in shaping the future of sports business. Outside of work, Jordan is a proud father to Scarlett (4) and Jude (2). While his last dunk attempt in 2017 was a success, he has no plans to try again—ever.
Charlie Kurian is a visionary leader at the forefront of sports innovation, combining a decade of experience in venture capital, consumer tech, SaaS, and global strategy to redefine industries and drive transformative growth. His innovative mindset has fueled projects generating over $500 million in revenue and has positioned the Spurs as pioneers in cutting-edge technology and business strategy. From orchestrating the launch of the iPhone 6—the most popular iPhone in history—to reimagining the global business model for the RFK Center for Justice alongside Kerry Kennedy, Charlie has consistently turned bold ideas into impactful realities. He was instrumental in helping the NBA break into the Indian market, inspiring over 18 million kids across 5 years, and has earned the trust of sovereign wealth funds in the Middle East to steer billion-dollar investments into transformative early stage startups. At Spurs Sports & Entertainment, Charlie has championed initiatives that blend innovation and strategy, making the organization a leader in sports technology. He led the adoption of AI-powered fan engagement platforms, integrated immersive technologies like AR/VR, and made history by launching the first-ever NBA team deployment of ChatGPT Enterprise. His work continues to drive cultural shifts and set new benchmarks in the industry. Charlie’s expertise in human-centered design, behavioral science, and market strategy has shaped solutions replicated across industries, delivering value on a global scale. Whether shaping technology used by millions or forging pathways for next-generation innovation, Charlie’s ability to envision the future and execute with precision has made him a sought-after leader and trusted voice in business.
Chris Lehane is Chief Global Affairs Officer and a member of the executive team at OpenAI. Prior to joining OpenAI, Chris was Chief Strategy Officer/Operating Partner at Haun Ventures. From 2015 to 2021, Chris served on the executive management team of Airbnb and led the company’s policy and communications work. Before his time at Airbnb, Chris co-founded Fabiani & Lehane, a strategic consultancy that advised political, corporate, technology, entertainment, and professional sports clients. In the 1990s, he served in various positions in the administration of President Bill Clinton, including as Press Secretary to Vice President Al Gore and Special Assistant Counsel to President Clinton. Chris currently serves on the Board of Directors of Coinbase (NASDAQ: COIN), is a member of the Council on Foreign Relations, Trustee Emeritus of Amherst College and has served on numerous non-profit advisory boards. He holds a B.A. from Amherst College and a J.D. from Harvard Law School.
