'The goal here is to give fans more of what they want, quickly': Globant tells us how it is helping FIFA keep fans around the world glued to the beautiful game

FIFA has partnered with Globant to revamp its global digital fan experience, aiming to create a more personalized and integrated ecosystem for football fans across all FIFA platforms and tournaments. Martín Nanni, Chief Experience Officer - EMEA at Globant, explains that the partnership has been growing since 2022 and recently tested Globant’s new Glob.AI model and AI Pods to enhance the digital fan experience.

The focus is on creating a "joined-up" experience for fans, where their FIFA ID connects all their digital interactions, whether they're following a tournament online, using FIFA.com, the FIFA Tournament App, watching at home, or attending a match. This unified approach will allow fans to receive relevant content, easier access to information, and experiences tailored to their long-term connection with football.

Glob.AI, the AI system FIFA is utilizing, combines AI Pods with human guidance to design, build, and improve digital experiences rapidly. By analyzing data from fan interactions across FIFA's digital platforms, Glob.AI helps FIFA understand fan engagement, interests, and content preferences. This system is adaptable to different tournaments and enables FIFA to make real-time adjustments to digital products, content, and services to improve fan experiences.

The goal is to boost efficiency and provide fans with more of what they want quickly. Early tests have shown a 20% increase in efficiency without compromising quality. Fans maintain control over their experience, deciding how much information they share and how personalized they want to be.

This partnership aims to lay the groundwork for a more direct and helpful relationship between FIFA and its fans, better understanding fan interactions with football throughout the year, not just during tournaments. The plan is to continue linking FIFA ID with new digital platforms and design services based on fan needs in various competitions and situations, creating an experience that works before, during, and after tournaments.