# How did FIFA use an AI agent to support media at the World Cup 2026?

> FIFA deployed an Agentforce FAQ agent for journalists, broadcasters, and photographers at the FIFA World Cup 2026. Salesforce reports 3,600+ chat sessions and an 85% deflection rate in the first 45 days, recovering an estimated 1,000 service rep hours.

- **Evidence grade:** B — Named organization with a quantified outcome, from the vendor or the organization's own announcement.
- **Organization:** FIFA (international sports federation)
- **Industry:** Software, Internet & Media — Sports & media
- **Roles:** Customer Support
- **Tools:** Agentforce (Salesforce)
- **Status:** production · **Agent pattern:** autonomous-agent · **Autonomy:** 3/4
- **Last verified:** 2026-10-17

## Reported outcomes
- chat sessions (45 days): more than 3,600 [1] (self-reported)
- deflection rate: 85% [1] (self-reported)
- service rep hours recovered: estimated 1,000 [1] (self-reported)

## How it works
1. Agent answers common media questions instantly.
2. Went live two months before the opening match.

## Risks & compliance
- Incorrect answers to customers; escalation needed
- Vendor-published results; not independently audited

## Sources
1. Salesforce, "FIFA media support with Agentforce" (undated; accessed 2026-10-17) <https://www.salesforce.com/customer-stories/fifa/agentic-media-support>
   > "By answering common questions instantly, in that same 45-day period, the agent achieved an 85% deflection rate and recovered an estimated 1,000 service rep hours."

Canonical: https://agentcasefile.com/cases/fifa-agentforce-media-faq-agent/ · License: CC BY 4.0 (summary) · Source: Agent Casefile