VfL Wolfsburg adopts ChatGPT Enterprise in drive for digital efficiency
German football club expands AI use to 350 staff, claims six-figure savings and faster workflows
VfL Wolfsburg, the German professional football club, has deployed ChatGPT Enterprise to streamline routine tasks, improve knowledge-sharing and accelerate creative processes across departments.
The club said more than fifty custom versions of ChatGPT are now used daily in functions including operations, communications, marketing, human resources and administration.
It reported six-figure annual savings from reduced use of external service providers for repetitive work, alongside faster drafting, translation and standardisation of internal content.
Roughly three hundred fifty staff now have access to the enterprise system, following earlier use of ChatGPT Team and Business licences.
“ChatGPT only creates sustainable advantages if it’s understandable and usable for everyone, not just experts,” said Claudio Demmer, Business Innovation Lead.
VfL Wolfsburg’s AI ecosystem includes around one hundred bespoke tools, with half developed centrally and the rest created independently by individual departments.
Use cases include a Turf Disease GPT for diagnosing pitch conditions, a Football School Invoicing GPT that generates club-branded documents, a guided HR assistant named “Hannah,” and an ESG compliance tool.
The club has also begun training internal “GPT Champions” to support adoption across teams, including non-technical staff and former players.
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VfL Wolfsburg said governance features and security standards, including the use of European Union servers and assurances that customer data is not used to train OpenAI models, were key factors in its decision.
“AI is not a future topic in football anymore, it’s something leaders need to take seriously today,” said Michael Meeske, chief executive and managing director (commercial).
The Recap
- VfL Wolfsburg adopted ChatGPT Enterprise as a club capability.
- More than fifty custom GPTs active across club departments.
- Next step is scaling access to roughly three hundred fifty employees.
