... where do you think the biggest impacts are gonna be?

Uh, I think the first one will be tactical preparation and opposition analysis because I think you might have heard that, uh, FIFA is rolling out for the first time this football AI pro, which is essentially an AI-powered knowledge assistant that will be accessible to all forty-eight teams.

And I think the important shift is not that suddenly teams will have access to data.

We know for a fact that in elite football, analytics has been used for decades.

But the fact that this time, AI will be able to process this enormous amount of tracking and event data and, and create insights, visualizations, recommendations, I think that is pretty groundbreaking.

And I think here, I think we have to mention the expansion of semi-automated offside technology because essentially every player at the tournament will be digitally scanned to create highly accurate, uh, digital avatar of the player.

So here the idea is that the VAR officials will be able to make faster and clearer and hopefully more, uh, you know, transparent offside decisions.

Do they have enough control over who has use of their data and how it's used?