AI Competes with Shakira Globally

As the 2026 World Cup approaches, competition is not confined to the national teams and stars on the pitch. It has also intensified among advertising and marketing agencies, with AI entering the arena as a fierce competitor.

While we all know that Shakira has always been the definitive voice of the World Cup—returning strongly this year with her song “Dai Dai”—another song has begun to emerge, gaining massive popularity across social media platforms: it was created entirely by Artificial Intelligence. In just a few days, AI-generated songs have become the talk of the fans, crossing borders and continents.

In the past, companies spent millions of dollars to produce a single commercial or song tied to the World Cup tournament. Today, AI is capable of producing music, images, videos, and visual effects in record time and at a lower cost. This has opened the door for new competitors who could never have emerged in the past.

The tournament's official song is no longer the sole center of attention. Dozens of songs and video clips spread daily, with audiences judging their success themselves through views, shares, and engagement. The real battle is now fought on mobile screens before it reaches the television.

We see this transformation happening in Egypt as well. Advertising and art production companies are racing to present fresh ideas, enlisting sports heroes, art celebrities, and social media influencers. Some companies have also begun employing AI tools to produce more engaging and rapid content capable of reaching audiences across all demographics.

Perhaps the most beautiful thing about this phase is that creativity is no longer exclusive to major corporations. A good idea, a smart tool, and a small team can now create a piece of work watched by millions around the world. This is what makes the competition more thrilling and expansive than ever before.

As the kickoff approaches, the world eagerly anticipates the stars' goals, the goalkeepers' saves, and the joy of the fans. Yet, behind all of this, there is another match—no less important: a match of ideas, images, songs, and technology.

It is a different kind of World Cup, where national teams do not compete alone. Advertising companies, social media platforms, content creators, and AI technologies are all competing alongside them. Every side is striving to win the most valuable cup of our modern era: "Audience Attention."

I pray that our national team makes us proud and wins against Argentina on Monday, June 15th.

Congratulations to Egypt for reaching the World Cup.