Your CRM Database Is Rotting (And What to Do About It)
Reading time:
8 mins
AI is making it easier than ever to create visuals.
But creating images is not the same as building effective campaigns.
In this conversation, Lorenz Körbelin (Eiskalt Marketing) explains where the real difference lies: between simply using AI tools and actually delivering commercial impact.
From creative direction to performance thinking and real-world club use cases, this interview explores how AI is changing sports marketing and what clubs need to get right to benefit from it.
In my view, the difference is the same as with any tool: just because you know how to use it doesn’t mean you’ll achieve effective results. Many people use AI tools to generate images quickly. However, a successful campaign only comes about when there is a clear idea, a strong visual identity and a specific goal behind it. It’s not just about the individual image, but about how content interacts, captures attention and ultimately delivers results. We therefore work with several tools in parallel to achieve the best possible output for every use case, and we continuously monitor the market. What matters most, however, is not so much the tool itself, but the ability to properly manage, evaluate and continuously optimise results. This is precisely where the difference lies: effective campaigns require not only technical know-how but, above all, a strong understanding of visual language, target audiences and performance.
The first step towards bringing about real change is – as is so often the case – associated with a certain degree of challenge. At the same time, experience shows that taking a risk pays off: in December 2025, Hamburger SV took this step alongside us and launched a campaign featuring 100 AI-generated images – with measurable success that is currently being further expanded.
We now work with several Bundesliga clubs, and the trend is upwards. Nevertheless, many clubs are still stuck in their old ways. The interest and willingness to innovate are certainly there, but new workflows first need to be understood, tested and embedded within the organisation.
A shift in mindset is often needed, particularly at management level: it is not just a matter of slightly optimising existing processes, but of recognising the full potential of AI – especially to market content and products far more effectively and efficiently.
In our view, a sensible place to start is the merchandise section of the online shop – specifically, AI-generated product visuals. Here, clear added value can be created quickly and without major changes: we develop a visual world that perfectly matches the club’s brand and showcase the clothing in a setting and style that reflects the club’s identity.
We support clubs with a structured starter pack: together, we define the requirements and then integrate directly into the existing processes within the merchandise cycle. We significantly speed up these processes whilst delivering a higher-quality and visually more diverse output.
This allows the club to quickly get a feel for the possibilities – and see immediately just how effective and scalable the use of AI can be in this area.
This conversation addresses one of the most misunderstood topics in sports marketing right now.
AI tools are becoming increasingly accessible. Anyone can generate images. Anyone can experiment with prompts. And on the surface, that creates the impression that the barrier to entry has disappeared.
But as Lorenz points out, that is only half of the picture.
The real difference is not in using AI tools. It is in building effective campaigns.
This is a pattern we have seen before in other domains. Technology lowers the entry barrier, but it does not replace the underlying capabilities required to create value.
In this case, those capabilities are:
What stood out to me is how this connects directly to the commercial reality inside football clubs.
Many clubs are currently exploring AI in marketing, content production, and merchandising. The interest is there. The tools are available. But progress is often slow.
The reason is not a lack of technology.
It is a lack of integration.
As Lorenz describes, adopting AI is not about adding another tool to the stack. It requires a shift in workflows, processes, and mindset. Especially at management level.
This is where many initiatives stall.
Clubs try to optimise existing processes instead of rethinking them. They look for incremental improvements instead of leveraging the full potential of AI to fundamentally change how content is created and distributed.
The example of Hamburger SV is a good illustration. Running a campaign with 100 AI-generated images is not just a creative experiment. It is a signal that scale, speed, and variation can be achieved in a way that was not possible before.
And importantly, it delivered measurable results.
This is where the conversation becomes highly relevant for CRM, fan engagement, and revenue operations.
AI-generated creatives are not just about aesthetics. They directly impact:
This is particularly clear in the merchandising use case Lorenz highlights.
Traditionally, product visuals require photoshoots, coordination, and significant effort. This limits speed and variation. With AI, clubs can create entire visual worlds aligned with their brand, test different styles, and adapt quickly.
From a commercial perspective, this is highly valuable.
More variation means more testing.
More testing means better performance.
Better performance means higher revenue.
At the same time, the barrier to getting started is lower than many assume.
You do not need a complete transformation on day one.
Starting with a focused use case, like merchandise visuals, allows clubs to:
This is a pragmatic approach to innovation.
Another important point is differentiation.
As AI tools become more widespread, there is a real risk that content starts to look similar across clubs. This makes creative direction and brand identity even more important.
The advantage will not come from using AI but from how you use it.
From a broader perspective, this conversation highlights a key shift in sports marketing and digital transformation:
We are moving from production constraints to idea constraints.
Creating content is no longer the bottleneck.
Knowing what to create, how to position it, and how to connect it to commercial outcomes becomes the real challenge.
For clubs, this means that capabilities in areas like creative strategy, CRM integration, performance marketing, and fan segmentation become even more critical.
AI amplifies what is already there.
It does not replace it.
And that is why this topic fits so well into the broader discussion around CRM, fan engagement, and revenue growth in football.
Because at the end of the day, it is not about creating more content.
It is about creating better outcomes.
