SwitzerlandMedia and entertainment2026 – ongoingFIFA
Agentforce agents for media self-service and accreditation at the World Cup 2026
FIFA's Agentforce agents resolved 85% of media FAQs on their own in the first 45 days
Problem
The FIFA World Cup 2026 ran 104 matches across 16 host cities in three countries. Journalists needed fast answers and accreditation help throughout the tournament.
Approach
FIFA used two Agentforce agents to support journalists from their first question through accreditation. Data 360 grounded the agents in approved knowledge. A separate Slack workspace helped the rewards and recognition team coordinate volunteers.
Results
Takeaway
FIFA aimed the agents at a fixed group with repeat questions, journalists, and tracked how many FAQs they closed alone.
Categories
- Industry
- Media and entertainment
- Business function
- Customer serviceProduction and quality
- Innovation type
- Process innovation
- AI technology
- AI agentsGenerative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Vendor case study
Sources
Source summaries
Salesforce reports on FIFA's use of Agentforce for media self-service and accreditation, and of Slack for volunteer coordination. The page gives an 85% autonomous FAQ resolution rate in the first 45 days. Other figures describe the size of the tournament.
Full details are in the original sources.
