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Case Study

DFB builds its AI roadmap on Detecon’s AI maturity assessment

The assessment enabled DFB to establish a transparent baseline for AI readiness, align key decision-makers, and translate insights into prioritized next steps.
Summary

The German Football Association (DFB), responsible for managing and developing football in Germany, sought to evaluate how AI could support its business needs and assess its level of digitalization and AI maturity. While initial digital and AI-related initiatives existed, they were isolated and not embedded in a unified strategic framework. There was limited transparency on existing capabilities, and differing interpretations of AI across stakeholders led to fragmented perspectives and unclear priorities.

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    Project journey

    Creating transparency through a comprehensive AI Maturity Assessment.

    Status quo
    Solution
    Benefit
    Conclusion
    Status quo

    Status quo

    The German Football Association (DFB), responsible for managing and developing football in Germany, sought to evaluate how AI could support its business needs and assess its level of digitalization and AI maturity. While initial digital and AI-related initiatives existed, they were isolated and not embedded in a unified strategic framework. There was limited transparency on existing capabilities, and differing interpretations of AI across stakeholders led to fragmented perspectives and unclear priorities.

    At the same time, sports organizations are increasingly exploring AI use cases such as performance analytics, talent identification, and fan engagement. However, as AI adoption across the sector is still evolving, established benchmarks for assessing maturity and calibrating ambition levels remain limited. Without a structured baseline, there was a risk of disconnected initiatives and missed opportunities.

    To address these challenges, the DFB aimed to establish a transparent, organization-wide view of its AI maturity and create a solid foundation for a targeted and sustainable AI transformation.

    Solution

    Solution

    To support the DFB in this objective, Detecon conducted a comprehensive AI Maturity Assessment, applying a structured and collaborative approach designed to create both transparency and actionable outcomes.

    1. Alignment through stakeholder engagement

    The engagement began with interactive workshops involving key decision-makers and relevant stakeholders across the organization. These sessions served multiple purposes:

    • Creating a shared understanding of what AI means within the DFB context
    • Identifying existing AI-related activities and initiatives
    • Exploring potential future applications and ambitions

    This collaborative approach ensured that different perspectives were surfaced early, including assumptions, gaps, and differing expectations. By aligning stakeholders from the outset, the assessment avoided fragmented interpretations and established a common foundation for further analysis.

    2. Structured maturity assessment across key dimensions

    Building on this alignment, Detecon applied its AI Adoption Framework to conduct a structured evaluation of the organization’s capabilities. The assessment covered seven critical dimensions required for successful AI adoption

    • Strategy & business value
    • Use cases and application potential
    • Data & technology landscape
    • Processes and operational integration
    • AI governance & ethics
    • Organization & competencies
    • Change management and adoption

    Each dimension was analyzed to determine the current level of maturity, identify strengths, and uncover capability gaps. This holistic perspective ensured that AI was not viewed purely as a technological topic but as a cross-functional transformation challenge involving strategy, organization, and culture.

    3. Contextualization through benchmarking

    To complement the internal analysis, Detecon benchmarked the DFB’s maturity against both sector peers and more advanced industries. Given that AI adoption in the sector is still at an early stage, this step was particularly important to

    • Differentiate between realistic short-term opportunities and long-term aspirations
    • Provide external context for internal findings
    • Identify proven practices from more mature industries

    This benchmarking enabled the DFB to position itself more accurately and prioritize initiatives that are both impactful and achievable.

    4. Development of a targeted roadmap

    Based on the insights gathered, Detecon translated the findings into concrete, actionable recommendations. The outcome included

    • A transparent overview of the current AI maturity level
    • Identification of key capability gaps
    • Prioritized areas for improvement
    • An initial roadmap outlining next steps for AI adoption

    The roadmap focused on building foundational capabilities first – such as governance structures, data readiness, and organizational alignment – before scaling AI use cases.

    Benefit

    Benefit

    AI Maturity Assessment: Creating the foundation for a structured AI journey

    The AI Maturity Assessment provides customers with a clear and structured understanding of their current AI maturity and future potential. It serves as a critical first step toward developing an end-to-end AI strategy by creating transparency across existing capabilities, identifying improvement areas and translating findings into actionable priorities.

    DFB reference spotlight:

    For DFB, the AI Maturity Assessment created transparency on its existing AI capabilities, aligned stakeholders around common priorities and provided a structured roadmap for the next steps in its AI journey. This established a solid foundation for introducing AI technologies in a targeted, coordinated and value-oriented way.

    Our recommendations for an effective AI Maturity Assessment

    1. Speak the same language. AI means different things to different people in every organization. Before any assessment begins, we align with our clients on definitions, scope and ambition. This sounds simple, but it's what determines whether the results lead to one shared conclusion or separate interpretations influencing the assessment outcome.

    2. Client-centered assessment approach. Frameworks don't deliver results, organisations’ experience do. We shape every assessment around how our clients operate, their structures, decision-making culture and stakeholder dynamics.

    3. Involving the right people from the start. We don't assess and then present. We involve strategically the right people, from decision-makers to responsible roles for delivery alongside the assessment steps. When the assessment is built together, the results are grounded in reality and the people who need to act on them already own them.

    Conclusion

    Conclusion

    The engagement demonstrates that successful AI transformation begins with a clear understanding of organizational maturity. Rather than jumping directly into implementation, establishing a transparent baseline and aligning stakeholders is essential for sustainable success.
    With the AI Maturity Assessment, Detecon enabled the DFB to take this critical first step, transforming uncertainty into clarity and laying the groundwork for a structured, scalable, and future-oriented AI journey.

    Applied consulting services

    Discover our consulting expertise within the project.

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    Data Management, Applied AI & GenAI
    Data Management, Applied AI & GenAI
    Consultants looking at data overview

    Data Management, Applied AI & GenAI

    We help organizations navigate their AI journey by assessing data readiness, identifying relevant AI and GenAI use cases, aligning stakeholders, and defining the governance, technology, and capability requirements needed for scalable adoption. Through structured maturity assessments, collaborative workshops, benchmarking, and roadmap development, we ensure that AI initiatives are strategically anchored, responsibly governed, and translated into actionable next steps.

    Our work with the German Football Association’s AI Maturity Assessment demonstrates how a structured and holistic approach can create transparency on existing AI capabilities, identify capability gaps, and establish a prioritized roadmap for future AI adoption. By connecting Data Management, Applied AI, GenAI, we help organizations move from isolated initiatives to a coordinated, value-oriented AI transformation.

    Discover how our Data Management, Applied AI and GenAI consulting services can help your organization build the foundations for responsible AI adoption, accelerate innovation, and realize sustainable business impact.

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    Detecon Expert Julius Darius Schöttes

    Julius Darius Schöttes

    Manager

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