AI LAUNCHES FIFA PRESIDENCY CAMPAIGN

An AI-generated candidate has launched a hypothetical campaign to become president of FIFA in a bid to show that football could be run differently.

Hope Sogni — created by the London-based sports agency Dark Horses with Twise.ai and Chief Executive of Lewes FC, Maggie Murphy — has been designed to challenge Gianni Infantino, who was re-elected unopposed in March for another four-year term in charge of the sport’s governing body.

The Swiss-Italian lawyer has been criticised for a number of comments made since first taking the role in 2016, including an infamous speech on the eve of last year’s World Cup in Qatar.

Sogni can be spoken to in real time, and set out a manifesto based on greater equality between men’s and women’s football, while also critiquing the likely awarding of the 2034 World Cup to Saudi Arabia.

Hope Sogni commented, “It is important to invest in both, but also to address the historical disparities and underinvestment in women’s football. This may require a weighted approach that prioritises the development and growth of women’s football, while still ensuring adequate support for men’s football. The goal is to create a more balanced and inclusive landscape for the sport.”

On the potential of a Saudi Arabia World Cup, Sogni added, “I believe that hosting the men’s World Cup in Saudi Arabia in 2034 raises important questions about human rights and equality.

“It is crucial for Fifa to consider the impact of its decisions on the global football community and the values it represents. I would advocate for a thorough evaluation of the host country’s commitment to human rights, gender equality, and inclusivity before making a final decision.

“It is important to evaluate host countries based on their commitment to human rights, gender equality, and inclusivity, regardless of their geographic location,” she says. “The focus should be on promoting fairness and inclusivity in the selection process, rather than singling out specific regions.”