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Is Fifa allowed to make AI athletes? – video

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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Jun 12, 2026 World Cup World Cup 2026 New York
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Is Fifa allowed to make AI athletes? – video World Cup Jun 12, 2026 Is Fifa allowed to make AI athletes? – video 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...
Is Fifa allowed to make AI athletes? – video

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...

 See more


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