'Even Messi gets analyzed': AI referees, smart balls and robot dogs invade the World Cup

AI calls offsides while smart ball tracks every movement in real time

Argentina, led by Messi, deploys Google's Gemini — as big tech turns the World Cup into a showcase

Robot dogs patrol broadcast facilities as football's AI era kicks off

Referee Danny Makkelie communicates with the video review room during the second half of the 2026 FIFA World Cup Group D opener between the United States and Paraguay at LA Stadium in Los Angeles on June 13 (Korean Standard Time). [AFP]

By Seo Ji-yeon, The Herald Business

At the 2026 FIFA World Cup, which kicked off Friday, it is not only the players who are competing — AI is on the pitch too. Artificial intelligence calls offsides, a smart match ball tracks its own movement in real time, and robot dogs patrol stadium facilities. With Google, Adidas and FIFA all joining in, the 2026 World Cup is fast becoming the world's biggest AI showcase.

The most closely watched change at this tournament is the AI-powered three-dimensional player model.

Mexico City Stadium, venue for the 2026 FIFA World Cup opening ceremony and season opener in Mexico City. [Getty Images]

FIFA plans to digitally scan participating players to build near-identical virtual avatars for use in video assistant referee (VAR) reviews. Where officials once drew lines on a screen to explain offside calls, AI-generated player models can now reconstruct the moment in three dimensions.

The technology was used for the first time on June 13, when VAR was triggered during the United States-Paraguay match to determine whether the wrong player had been penalized.

Referee Danny Makkelie, officiating the Group D opener at LA Stadium in Los Angeles, used VAR to overturn a yellow card issued to US defender Tim Ream and redirect it to Paraguay's Miguel Almirón — the first confirmed case of VAR correcting a mistaken player identity.

When controversial calls arise, viewers will be able to review player movement and positioning through three-dimensional replays. FIFA expects the system to improve both the accuracy of decisions and the public's understanding of them.

The official 2026 FIFA World Cup match ball, the "Trionda," supplied by Adidas. An internal sensor collects real-time data on the ball's movement and contact points. [FIFA/Adidas]

The match ball itself has been transformed. The official ball supplied by Adidas carries a built-in motion sensor that collects real-time data on the moment of contact, the point of impact and the ball's trajectory, feeding the information directly into the VAR system.

Cameras installed throughout each stadium track player movement, and AI synthesizes all of that data. By combining player-position data with ball-movement data, the system supports automated offside detection.

Human referees still make the final call, but the technology is expected to shorten review times and reduce errors.

Fans will notice the difference too. AI-generated player models and tracking data power near-virtual-reality replay footage, letting viewers examine key moments from multiple angles and follow complex officiating decisions more intuitively.

Google is moving most aggressively. The company has partnered with defending champion Argentina to deploy its generative AI service Gemini in the national team's operations — covering player fitness management, opposition scouting and match statistics.

Argentina national team players, including Lionel Messi, train in kits bearing the logo of Google's generative AI service Gemini. Google has partnered with the Argentine Football Association (AFA) to integrate AI technology into the team's operations. [AFA/Google]

Through its agreement with the Argentine Football Association (AFA), Google has placed the Gemini logo on the team's training kits, turning the world's most popular squad into a global AI showcase. The strategy is to demonstrate Gemini's capabilities to billions of football fans through the team led by Lionel Messi.

Google has also established partnerships with the Brazilian and French national teams.

Fan-facing services are shifting toward AI as well. Google Search is expanding real-time AI analysis and in-match statistics during games. Fans can receive AI-generated summaries of match action and use generative AI to create memes, images and supporter content.

AI's reach at this World Cup extends well beyond the playing field.

Robot dogs equipped with surveillance capabilities have been deployed at FIFA's International Broadcast Centre to patrol facilities and support security operations. Footage of the robots has already circulated online, drawing wide attention.

Industry observers expect this World Cup to serve as a competitive arena for the AI industry, not merely a sporting event.

Just as past World Cups drove the mainstream adoption of color television, satellite broadcasting, goal-line technology and VAR, AI is taking on that role this time around.

"This World Cup is not just a tournament you watch for the football," one technology industry official said. "Google, FIFA and Adidas are turning it into a vast testing ground where they validate their AI technology in front of billions of viewers."

Notably, this marks the first time AI has been applied simultaneously across match operations, officiating, broadcasting and fan services. Analysts expect the technologies to spread rapidly to domestic professional leagues and the broader sports industry long after the tournament ends.

sjy@heraldcorp.com