FIFA has selected Globant (NYSE: GLOB) to overhaul fan engagement across its digital platforms, expanding the relationship into an AI-native, consumption-based operating model built on Glob.AI. The rollout centers on FIFA ID, FIFA.com and the FIFA Tournament App, using AI Pods, real-time data and a proprietary token vault to personalize content, connect at-home viewing with in-person attendance, and give FIFA ownership of its data and future AI-driven innovations. FIFA said initial pilots produced a 20% increase in throughput generation while maintaining or improving quality rates, and that consolidating first-party data should help replace fragmented user journeys with a single ecosystem that can support future tournaments, content strategies and commercial initiatives.