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In today's email:

⚽ 2026 FIFA World Cup ball features AI chip for real-time referee assistance

🏀 IBM and Google unveil AI platforms transforming fan experiences

🏏 England cricket pioneers AI-driven team selection model

🧠 World's first AI sports headband tracks mental fitness in real-time

💼 OpenAI launches AgentKit for building custom AI applications

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AI in Sports and Fitness

The 2026 FIFA World Cup will feature an AI-powered match ball called Trionda. The ball includes an AI chip that records and transmits live data to assist VAR referees with offside and handball calls, with the chip relocated from center to side for better precision and durability over the 2022 version.

England cricket became the first nation to use AI as integral to team selection. Partnering with Prospect Sporting Insights to simulate up to 250,000 match scenarios, the AI-driven model successfully recommended leg-spinner Sarah Glenn over off-spinner Charlie Dean for the 2023 Women's Ashes, with Glenn's boundary restriction leading to a two-wicket victory.

IBM showcased how AI is reshaping sports fan experiences at a private F1 Singapore Grand Prix event. Demonstrating Watsonx.ai applications across Wimbledon, Formula 1, and the Masters, the platform processes 2.7 million data points at Wimbledon for its Match Chat assistant and creates immersive LED experiences analyzing 20,000+ golf shots at the Masters.

Google partnered with LA28 Olympics as founding partner and official cloud provider. Integrating Gemini AI, Google Cloud, and search tech across the 2028 Games, the collaboration will support athlete training analysis, fan information retrieval through AI Mode search, and workforce management for 70,000 volunteers and staff members.

Ultrahuman launched Vision Cloud providing AI-generated summaries of medical test results. Along with Blood Vision Essentials, a $99 panel covering 60+ biomarkers, the platform allows users to upload PDFs from any provider to receive Blood Age scores, supplement guidance, and UltraTrace integration linking biomarkers with Ring AIR lifestyle data.

The Nuromova N1 became the world's first AI sports headband to track mental fitness. Using EEG sensors and AI analytics, the $329 device captures brain signals to analyze focus, stress, and fatigue in real-time across multiple sports, providing gentle vibration cues and personalized coaching through its companion app.

🧰 Tools and Tips

• PromptSignal monitors how leading AI models mention, rank, and describe your brand, so you can measure visibility, track competitors, and optimize your positioning in AI-generated answers.

• Need a good background for your product? Pebblely creates Instagram-worthy snapshots of any product with the click of a button!

• ChatPlayground.ai lets you compare ChatGPT, Claude, Gemini (and more) side-by-side. Benchmark speed and quality to find the best model for your prompt.

• Build, edit, and share AI mini-apps using natural language using Opal from Google Labs.

The audience tool marketers actually recommend.

Look, you’ve been in marketing long enough to know that "custom audiences" usually means "custom headaches." You know the drill… submit a request, wait three weeks, get back audiences that somehow missed the mark.

Speedeon's AudienceMaker flips this whole thing on its head. We're talking about a platform that gives you access to 1000+ data points, lets you build audiences and custom models in real-time, and pushes them directly to Meta, Google, TikTok, Amazon—wherever you're running campaigns.

The best part? No data science degree required. No endless Slack threads with the analytics team. Just point, click, and watch your targeting get scary good.

Request a demo and Speedeon will even throw in a free audience analysis of your current customers. You'll want to see what you've been missing.

Request a Demo

As we mentioned last week, OpenAI’s new Sora 2 video platform is now available. You can download it in the Apple store and give it a try. If you can’t use yet, I was on a waiting list for only a day or two. On the first day, Sora received 56,000 installations and soared to No. 3 in the overall US top, and on October 3, it topped the App Store.

The app is fairly straight forward and easy to use, Once logged in you can create a cameo of yourself to use in videos. Here is one I created for you showing off my skills on a unicycle.

While it might be fun making your own personal videos, this is a going to be a gamechanger for sports brands who want to create content for social media, need quick video mockups, want to experiment with video ideas before filming and more.

Beyond Sports: AI News Bytes

OpenAI launched AgentKit, a complete toolkit for building and deploying AI agents. The platform lets developers embed apps like Spotify, Canva, and Zillow directly inside ChatGPT conversations.

Anthropic and IBM announced a strategic partnership bringing Claude AI models into IBM's software products, starting with its integrated development environment. The deal follows Anthropic's deployment to Deloitte's 500,000-person workforce and comes as enterprises increasingly prefer Claude over competing models.

OpenAI signed a multibillion-dollar chip deal with AMD, giving the ChatGPT creator the option to buy 10% of the chipmaker. The agreement covers hundreds of thousands of AMD GPUs equivalent to six gigawatts over several years, with AMD expecting over $100 billion in new revenue over four years.

OpenAI acquired Roi, an AI-powered personal investing app offering portfolio management and personalized financial advice through a chatbot. The acquisition hints at OpenAI's push toward more personalized, proactive assistant features beyond general queries.

A Yale University study found no mass job losses from AI since ChatGPT's launch, with employment rates remaining stable across AI-exposed sectors. Researchers found AI is augmenting human roles rather than replacing them outright, though they caution this could change as capabilities advance.

Amazon Web Services introduced Quick Suite, a $20/month chatbot and AI agent set for business that analyzes sales data, produces reports, and summarizes content. The tool integrates with Slack, Salesforce, and Microsoft storage, competing directly with ChatGPT and Microsoft Copilot for enterprise workers.

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