FIFA has selected Globant (NYSE: GLOB) to overhaul its digital fan engagement platforms using an AI-powered model, according to a press release from Globant.

The partnership will use Globant's Glob.AI technology, which deploys human-supervised AI agents to personalize fan experiences across FIFA's digital platforms, including FIFA.com, the FIFA Tournament App, and its unified fan identity system, FIFA ID. Initial pilots have shown a 20% efficiency increase in throughput generation, the company said.

Under the arrangement, FIFA will adopt a consumption-based, AI-native service model. Institutional knowledge and data generated through the system will be stored in a proprietary token vault, with FIFA retaining full ownership of its data.

The digital ecosystem is designed to create a continuous, personalized experience for fans across tournaments and throughout the year, connecting in-venue attendance with online activity. The system will use real-time data to adapt content and services across touchpoints.

"Our goal is to ensure every fan experiences football in a personal way that deepens their emotional connection," said Mattias Grafström, FIFA Secretary General. "With Globant's continued innovation, we can hold our technology projects to a higher standard and develop a system that learns and adapts to the needs of our global audience."

Martin Migoya, co-founder and CEO of Globant, said the company is "building on our five years of collaboration by implementing a whole new service delivery model that moves at the pace of fandom."

Globant employs more than 28,500 people across 35 countries and counts Google, Riot Games, and Santander among its clients.