Especially now that everyone knows.
It's time to start looking at using AI real-time to help call plays. It can see patterns in high-dimensional spaces with astonishing ease. The challenge is feeding it data in all those dimensions, like the height, weight, and playing history of everyone on the field. Get that picked up with smart sensors and feed the neural network along woth down/distance/score/clock, and it could put 2-3 recommended plays on a tablet for coaches to pick from.
Tech can do this without a 3rd party consultant and own the tech if we really want to.