Globant to redesign FIFA’s fan engagement with AI

FIFA has selected Globant to redesign its fan engagement platforms. 

This will see the tech company turn FIFA’s website and tournament app into a personalised content hub for fans, aiming to provide an experience tailored to each individual using them. It will also work to improve FIFA ID, a fan identification feature, so that football supporters can be tracked across all of FIFA’s content, be that live or digital. 

This redesign will be powered by AI Pods by Glob.AI, a division of Globant, which leverages human-supervised AI agents created by Globant. The institutional knowledge generated by these agents is secured within a proprietary token vault, granting FIFA complete ownership of its data and future AI-driven innovations. 

Globant already extensively works with FIFA, developing its FIFA+ streaming platform and mobile app. 

Mattias Grafström, FIFA secretary general, said: “Our goal is to ensure every fan experiences football in a personal way that deepens their emotional connection. With Globant’s continued innovation, we can hold our technology projects to a higher standard and develop a system that learns and adapts to the needs of our global audience. By keeping the needs of fans present at all times, we will create a more sustainable future for our game.”

Martin Migoya, Co-founder and CEO of Globant, said: “We’re working with FIFA to shape technology around the fan. With our AI Pods powered by Glob.AI we are building on our five years of collaboration by implementing a whole new service delivery model that moves at the pace of fandom. Football is the world’s number one sport because it remains unpredictable and accessible to all; the human-assisted AI model is key for technology systems that scale quickly and deliver the always-on entertainment that fans expect.”