Kit Launch Controversy: Morecambe FC faced heavy criticism for using AI-generated promotional images for their 2026-27 kit launch, leading to a wave of negative replies from supporters.
AI Image Inaccuracies: The AI-generated visuals contained several noticeable errors, including a messed-up collar, off-center club badge, and incorrect logo placement, which resulted in a cheap-looking and inaccurate representation of the kits.
Club’s Corrective Action: Following the significant backlash, Morecambe FC quickly changed its approach, releasing standard CAD designs for the new home kit to provide fans with a more accurate view.
Morecambe FC’s launch of their 2026-27 home and away kits has drawn heavy criticism after the club opted to use AI-generated promotional images. The announcement was quickly met with a wave of negative replies, with supporters criticizing the decision to use artificial intelligence instead of traditional photography or graphic designers.
Morecambe Uses ChatGPT For Launch Image
The AI-generated visual featured several glaring inaccuracies that fueled the frustration. Observers pointed out that the inside collar detail was noticeably messed up, the club badge was off-center, and the logo placement was incorrect. This resulted in a cheap-looking graphic that failed to accurately represent the physical shirts.
Club Responds With CAD Designs
Following the immediate and widespread backlash, Morecambe quickly shifted their approach. A day after the initial announcement, the club shared a set of standard CAD designs for the new home kit to give fans a closer, more accurate look at the actual 2026-27 design, stepping away from the AI-generated aesthetic.