An AI-generated character is standing as a candidate to become the first-ever female FIFA president. Well, sort of.
‘Hope Sogni’ is an artificially created candidate to replace the much-maligned Gianni Infantino, invented to deliver a progressive manifesto on social issues. ‘Sogni’ can be spoken to in real-time, and is able to answer eloquently questions surrounding football governance, leadership and equality.
Infantino, the current FIFA president was in March re-elected unopposed until 2027 and he could remain president until 2031 if he stands again and wins.
‘Sogni’ — whose hypothetical campaign went live on Wednesday — is described as a “symbolic representation” of the fact all nine FIFA presidents to date have been men, and that women have often been overlooked for key roles in football governance.
Her purpose is to challenge conventional thought, stimulate discussion around gender equality, and promote greater transparency and accountability within FIFA.
Created by the sports agency Dark Horses, in conjunction with Twise.ai and Maggie Murphy, chief executive of Lewes FC, the AI candidate has been influenced by the likes of Moya Dodd, the former Australia women’s player who became one of the first women to join the FIFA Council.
Her manifesto includes assertions that “football governance is broken” and that FIFA must “hold up its own mirror and decide whether what they see looking back is in fact a beautiful game, because all I see is a century of misogyny that has overshadowed its ability to truly be a game for all”.
Asked by The Guardian whether Saudi Arabia should host the 2034 World Cup, Sogni replied: “I believe that hosting the men’s World Cup in Saudi Arabia in 2034 raises important questions about human rights and equality.
“It is crucial for FIFA to consider the impact of its decisions on the global football community and the values it represents. I would advocate for a thorough evaluation of the host country’s commitment to human rights, gender equality, and inclusivity before making a final decision”.
She said of the three-year ban handed to ex-Spanish Football Federation president Luis Rubiales, that it “sends a strong message that misconduct will not be tolerated, and it is a step towards ensuring accountability within the sport”.
