FIFA has selected Globant to redesign its global fan engagement platforms using Glob.AI, an AI-native service model that the companies say will create a more seamless and personalized experience across FIFA's digital properties. The rollout will center on a unified fan identity through FIFA ID, a more personalized FIFA.com and a customizable FIFA Tournament App that combines schedules, real-time content and host-city information. Initial pilots showed a 20% increase in throughput generation while maintaining or improving quality rates. FIFA said the system is intended to connect fan activity across platforms and events, helping end the era of the "anonymous fan" by consolidating first-party data and enabling more targeted content, rewards and future commercial initiatives. Globant said the model uses AI Pods (human-supervised AI service units) and stores institutional knowledge in a proprietary token vault, with FIFA retaining ownership of its data and future AI-driven innovation.