Artificial intelligence platforms became a major information hub during the FIFA World Cup 2026, recording 14.3 million tournament-related prompts across 9.7 million conversations from 5.5 million unique visitors, according to new data from Comscore. The surge highlights fans increasingly using large language model (LLM) tools alongside traditional search engines, sports media, and social networks for real-time updates. AI conversation activity peaked during the opening phase, with the expanded 48-team group stage generating 4.8 million conversations, after which prompt volumes declined through the knockout rounds before minor surges around the semi-finals and final. Geographically, the United States accounted for the largest share of global AI activity at 15% of total conversations, followed by India at 13%, then Argentina, Brazil, and Mexico, each generating over 5% of global AI conversations. Player-specific queries centered on finalists, with Lionel Messi leading at 137,000 AI conversations and Lamine Yamal logging 41,000. Norway's Erling Haaland generated 79,000 AI conversations and gained 41 million social media followers despite his team missing the final stages. Comscore noted that tracking cross-platform audience behavior across social and AI ecosystems is becoming critical for media publishers and brand advertisers aiming to measure digital reach during major global events.