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Is Fifa allowed to make AI athletes? – video

The Guardian UK Friday 12 June 2026, 14:49 UTC By Guardian Staff 1 min read
Key Points

Does qualifying for the World Cup mean you now support the Knicks?From World Cup promos to NBA Finals ads, AI imagery is becoming more common in sports promotions. Many athletes are under contracts that permit the use of their likeness, but in an age of hyper-real AI, do new rules need to be put in place?Our reporter Mark Mcpartland takes a look.

Does qualifying for the World Cup mean you now support the Knicks?

From World Cup promos to NBA Finals ads, AI imagery is becoming more common in sports promotions. Many athletes are under contracts that permit the use of their likeness, but in an age of hyper-real AI, do new rules need to be put in place?

Our reporter Mark Mcpartland takes a look.

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Fifa (ORG) the World Cup (EVENT) World Cup (EVENT) NBA (ORG) place?Our (ORG) Mark Mcpartland (PERSON)
Originally published by The Guardian UK Read original →

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