Argentina to Use Google’s Gemini AI for Coaching and Fan Features at 2026 World Cup

The partnership signals a move toward real-time AI-driven sports operations that could reshape how fans interact with teams.

Overview

AFA will integrate Google’s Gemini into its technical staff to help prevent player injuries, run tactical match analysis, and support real-time coaching decisions.
The collaboration was publicly unveiled in Times Square and will include Gemini branding on Argentina’s official training apparel.
Fans will be able to use Gemini-powered tools to generate images, songs and other personalized content tied to players such as Lionel Messi.
Both AFA and Google describe the agreement as a major commercial deal for the federation, but neither side disclosed financial terms.
Industry experts say the World Cup will accelerate AI use across tourism, marketing and customer service, enabling personalized recommendations, automated support and real-time campaign adjustments.