FC Schalke 04 Introduces AI Platform to Support Internal Operations and Digital Transformation Strategy.

Roger Hampel

Image: FC Schalke 04

FC Schalke 04 has introduced a new artificial intelligence platform as part of its ongoing digital transformation strategy, positioning AI as a practical tool to support internal workflows across the organisation.

The initiative marks a structured step towards integrating AI into daily operations, with the club focusing on improving efficiency, decision-making and collaboration rather than deploying technology as a standalone innovation project.

AI as a Functional Tool Across Club Departments Schalke

The platform is being rolled out across multiple departments, including communications, sales, HR, controlling and sporting operations.

The system, developed in collaboration with Transform Sports, is built around a chat-based AI assistant designed to support tasks such as text generation, structured summaries, comparisons and decision preparation.

Focus on Productivity, Speed and Decision Support

The club has positioned AI as a means of increasing operational efficiency without replacing human roles.

The platform is intended to:

• accelerate content production

• improve clarity in communication

• support data-driven decision-making

• streamline internal processes

This reflects a broader trend in football organisations, where AI is increasingly used to enhance back-office and administrative functions alongside sporting applications.

Controlled Implementation With Employee Integration

The rollout is accompanied by internal workshops designed to ensure practical adoption across the organisation.

Employees are being trained to use the platform in real working scenarios, with a focus on immediate applicability rather than theoretical use cases. The club is also collecting feedback during the early stages to refine how the system is integrated into daily operations.

This phased approach allows Schalke to adapt usage based on real-world outcomes, while maintaining control over how the technology is deployed.

Governance, Data Protection and Responsible Use

Schalke has emphasised a controlled and responsible approach to AI implementation.

Guidelines have been introduced to ensure:

• no sensitive data is entered into the system

• outputs are reviewed and validated by staff

• tone and context are adapted to final use

The club’s leadership has framed AI as a support mechanism rather than a decision-making authority, reinforcing the role of human oversight in all processes.

Executive Comments

Matthias Tillmann, CEO of FC Schalke 04, described the role of AI as a tool to support, rather than replace, employees:

“Artificial intelligence is a digital working tool for Schalke. It helps us increase speed and quality, prepare decisions more effectively and optimise processes, while the final decision remains with people.”

Nikolas Gross, Head of IT & Digital, highlighted the importance of practical implementation across departments:

“With this platform, we bring AI directly into the daily work of our teams. We focus on clear use cases, defined target groups and continuous development based on feedback, ensuring that the technology delivers real value in everyday operations.”