AI Creative at the Speed of Sport

In 2022, the World Cup set a global record as the most searched topic in Google’s history; fans worldwide inquired about rules, stats, teams’ cultures, and just about anything.The 2026 World Cup will be the biggest and most-watched sports event on the planet. Ever.

Google seized the opportunity to position AI Mode in Google Search as the preferred choice for World Cup fans. We created a global campaign that keeps up with the billions of fans… asking even more questions. So, we built an agentic workflow to help us react to real games, real conversations, real questions, really fast. Using agents, we're analyzing fan chatter in real-time, turning real fan insights into real-time ads, serving the right ad to the right fans in under 12 hours. We kicked-off the tournament with 50+ assets, and reacted to real game moments, real fan conservations, and real questions… really fast.