FIFA taps Globant's AI to create unified digital fan experience

The partnership dates back to 2022, and the recent announcement marks the next phase of the ongoing relationship. FIFA tested Globant's newly launched Glob.AI model and AI Pods ahead of the public release of the technology. Globant's Chief Experience Officer for EMEA, Martín Nanni, told TechRadar that the focus is now on using AI, real-time data, and individual fan identities to build continuous relationships that do not end when a tournament concludes.

A core element of the revamped experience is the FIFA ID, which will act as a single user identifier across FIFA's digital ecosystem, including the FIFA Tournament App and Rewards. Nanni explained that fans should not feel they have to start over each time they interact with FIFA. Instead, their loyalty and long-term engagement would be recognized, similar to club or national team loyalty programs, but on a global scale.

Glob.AI, the AI system FIFA is using, combines specialized AI agents with human guidance to design and improve digital experiences. It collects data from fan interactions and provides insights that FIFA's editorial teams use to adapt content for each tournament, without building separate platforms. This approach is intended to accelerate product updates, content delivery, and personalization on FIFA.com and the Tournament App, as well as enable more responsive engagement during live matches. Nanni said the goal is to give fans more of what they want quickly, citing examples like building a new app in days rather than months or delivering content during a live match rather than three hours later. Early tests have shown a 20% boost in efficiency while maintaining or improving quality.

Fans will retain control over how much information they share and how personalized their experience becomes, according to Nanni. While FIFA will gain more data insights, the system respects fan autonomy.