How the World Cup is a high-stakes stage for Big Tech’s AI push
Personal-computer maker Lenovo’s World Cup debut as FIFA’s official technology partner encompasses AI-enabled phones and tablets, an AI assistant that’s offered to all participating teams, and even the application of AI within a video system that referees will use to help officiate. The pact, announced in October 2024, kicks into high gear for the 2026 World Cup, which has been called the most complex tournament in history with games to be played in 16 cities spanning three countries and an expanded field of 48 teams. FIFA estimates more than five million fans will watch the matches in person, with billions more following gameplay from their homes, offices, local bars, and any other location with a reliable internet connection. “Most of the world is watching, and it creates an unbelievable expectation that you really have to make sure this works,” says Art Hu, Lenovo’s chief information officer. It turns out the World Cup isn’t just about sports. It’s also a splashy event where some of the world’s largest tech giants have a fresh opportunity to display their AI prowess. The technology is fueling more complex search queries and agentic ticket booking for Google, while Salesforce’s Slack will coordinate workforce management across all host cities, and Verizon is providing network connectivity at stadiums across North America. One of Lenovo’s splashier AI offerings is Football AI Pro, a generative AI knowledge-based tool that analyzes hundreds of millions of football data points, both from past matches and through real-time analysis, which can then be tapped by coaches, trainers, and other support staff via text, video, graphs, and 3D visualizations. The tool can be used to assess, for example, the success rate of a corner kick by Argentina’s Lionel Messi or Portugal’s Cristiano Ronaldo. “More data will be coming in as matches get played,” says Hu, who adds that Lenovo and FIFA wanted to level the playing field so that this technology was available to all countries. Bu