Erling Haaland Is Everywhere at the World Cup. Most of It Is AI
The rise of AI-generated deepfakes of footballer Erling Haaland highlights a shift in how sports stars are consumed as 'open-source' characters. Fans and content creators are increasingly treating athletes like fictional characters, creating lore and memes that exist independently of the real person.
Why it matters
This reflects a fundamental change in celebrity culture and sports fandom driven by generative AI and social media engagement.
Fact checkers traced the footage to a slapstick skit by the Chinese comedian Jin Long, posted to TikTok in mid-June. The corrections were duly noted, and yet the clip kept traveling anyway. By the fourth week of the 2026 World Cup, the internet had already decided who Erling Haaland is. AI or not, in the video, Haaland was in character.
The article provides an objective analysis of media trends and technological impact on sports culture.
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