NBA star Steph Curry to become Google’s product and AI consultant

At the Made by Google 2025 event, it wasn’t just the Pixel 10 that was the star, but basketball player Steph Curry, a guard for the Golden State Warriors. Google announced that Curry has signed a long-term agreement in the role of sports consultant to develop Pixel devices, Fitbit trackers, and AI services. The partnership even includes plans to use Google Cloud AI to analyze and improve his shot.

Curry is also expected to use Google Cloud’s AI to analyze and improve his shot.

The company emphasizes that this isn’t just an ad campaign featuring a celebrity. Curry will provide feedback on iron, health features and AI-powered tools, including Fitbit’s new Gemini-powered digital trainer. This personalized trainer creates workout programs and goals tailored to each user. Curry and his team help shape workout routines and make real-world recommendations to improve the system’s performance.

Rick Osterhol, Google’s head of platforms and devices, said the combination of Curry’s expertise and the company’s technology will help keep users healthy and productive.

Curry is already using an experimental AI basketball coach at its training camps, where young athletes get feedback on their throwing technique through Pixel cameras and Google’s cloud-based AI models. The system analyzes the shape of the shot and suggests improvements.

For consumers, that could mean better health features and AI tools, improvements to Pixel devices and new features for Gemini’s digital coaching. Curry and his team will use Pixel smartphones, watches and headphones, which could lead to content with his brand in Google’s ecosystem.

The question remains how much Curry’s involvement will actually improve the company’s products, but the collaboration is already drawing attention to Google’s ambitions in AI and health, where Apple and Samsung compete.