Messi’s new ChatGPT partnership feels like marketing written by AI for people who don’t watch soccer (www.techradar.com)

Lionel Messi has teamed up with OpenAI to promote ChatGPT ahead of the 2023 World Cup, aiming to showcase how AI can enhance fan experiences during the tournament. The partnership attempts to blend Messi's immense popularity with innovative technology, as seen in an initial marketing campaign where the superstar explores fun AI features, such as altering his hair color to reflect his national flag. However, the execution has sparked criticism for feeling disconnected from the genuine passion of football fans. This collaboration raises questions about the effectiveness of AI in connecting with cultural experiences. While the initiative seeks to engage fans in a novel way, the concept of utilizing AI-generated images might alienate those who thrive on the human elements of football, such as community spirit and shared traditions. Many fans are more likely to prefer traditional displays of support, like wearing team colors, rather than using AI for superficial enhancements. Ultimately, this campaign reflects a broader challenge for tech companies: how to authentically interact with diverse cultural landscapes while leveraging their innovative tools.