AI Coaching in Esports: GIANTX's Exclusive 'iTero' Tool and the Future of Fair Competition

From Natus Vincere's Aegis of Champions at gamescom 2026 to the hurried keyboard clicks in the LEC waiting room, esports has changed not only in scale but in the very nature of preparation. More than a decade later, an interview between Ollie—a data journalist who once dreamed of lifting that cup—and Jack Williams, CEO of iTero, has opened a new debate: the line between data assistance and AI-enabled cheating is blurring.

GIANTX, an EMEA-based team, has just signed an exclusive partnership with iTero, an AI-powered match data analytics platform. This means only GIANTX will possess this tool during the agreement period. Immediately, the community is questioning whether such a technological advantage undermines fairness in mainstream leagues like the LEC or The International.

The context of AI coaching

Human coaches have long been the heart of tactical preparation. They analyze VODs, build draft strategies, and read opponent psychology. But AI can process thousands of matches in minutes, detecting patterns the human eye misses. iTero promises predictive metrics, position heatmaps, and even real-time tactical suggestions based on historical data.

However, the key difference lies in timeliness. In BO3 or BO5 series, the time between games is a golden window for AI to suggest adjustments. This brings it closer to in-between-game assistance—a legal grey zone that publishers like Riot Games and Valve have yet to regulate clearly.

Exclusivity comes with risks

GIANTX's choice to become iTero's sole partner gives a short-term competitive edge. But based on ten years of following hundreds of teams, I have observed that exclusive deals often carry the risk of being