Ethics
The AI-powered World Cup runs on thousands of data workers
Behind the AI systems animating the 2026 FIFA World Cup — serving teams, broadcasters, and the betting industry — are large numbers of human annotators in Brazil, Cambodia, and the Philippines tracking player movements frame by frame. The arrangement is a useful corrective to narratives of seamless machine intelligence: the infrastructure depends on low-wage labor concentrated in the Global South, largely invisible in the final product. It is a structural pattern that recurs throughout the AI supply chain, and one that rarely receives commensurate attention.
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