Big Technology

Big Technology

Automation Makes The World Cup Worse. But We Can’t Help Ourselves, Can We?

Advanced sensors and robot refs make the games more accurate and fair. But better? No, not at all.

Alex Kantrowitz's avatar
Marty Swant's avatar
Alex Kantrowitz and Marty Swant
Jul 06, 2026
∙ Paid

An epic World Cup has been marred by an overreliance on technology and automation.

In this year’s competition, FIFA has used cameras, sensors, AI systems, and other automated tools to make the game more precise. But these tools, and the accompanying video assistant referee, have taken the soul out of the game.

FIFA’s tech tools have tipped the scales over…

This post is for paid subscribers

Already a paid subscriber? Sign in
Marty Swant's avatar
A guest post by
Marty Swant
I'm a journalist covering tech/marketing/policy for NYT, Fast Company, Inc., Big Technology, Transformer, & more. (Previously was on staff at Digiday, Forbes, Adweek, and the AP.) Born in MN, I’m now in NYC with my wife Emily & our dog, Willoughby.
Subscribe to Marty
© 2026 Alex Kantrowitz · Privacy ∙ Terms ∙ Collection notice
Start your SubstackGet the app
Substack is the home for great culture