How OpenAI Used Lionel Messi to Turn ChatGPT Into a World Cup Habit
OpenAI has launched a global campaign featuring Lionel Messi to drive user engagement with ChatGPT during the 2026 FIFA World Cup. By integrating a customizable image-generation tool—the #MessiMode—into the platform, the company is attempting to convert passive football fans into active, habitual users of its artificial intelligence products, according to data provided by OpenAI to Moneycontrol.
The campaign centers on a viral prompt that allows users to digitally color their hair in their national team’s colors. While the move leverages the reach of Messi, who maintains 506 million Instagram followers, the strategy aims to integrate ChatGPT into the daily routines of fans who are already using the tool to track match schedules, player statistics, and historical tournament data.
How the #MessiMode Campaign Works
OpenAI structured the campaign to be participatory rather than purely promotional. Users can access a specific style command in ChatGPT Images: “Teint mes cheveux aux couleurs du drapeau de mon pays, tout en conservant un aspect naturel. Si aucun pays ni image n’est fourni, demandez.” This command, shared via the official ChatGPT account on X, allows fans to recreate the look Messi debuted in the campaign’s launch video.
This design choice turns a celebrity endorsement into a scalable user activity. By linking the prompt to national identity and team spirit, OpenAI provides fans with an immediate reason to interact with the platform. According to the company, this approach is intended to transition users from one-off visits driven by celebrity presence to long-term habits formed through daily interaction with the tournament’s evolving information.
Did You Know?
Despite his role as the face of the campaign, Lionel Messi stated in a January 2026 interview with the Argentine television program Luzu TV that he did not personally use ChatGPT or other AI tools at that time, noting that his wife, Antonela, was the primary user in their household for tasks such as finding recipes.
The Strategy Behind the Numbers
The campaign arrives as ChatGPT is already seeing heavy usage from football enthusiasts. Data cited by Moneycontrol indicates that users sent over 17 million messages related to the World Cup to ChatGPT in a single week. Fans are utilizing the tool for a variety of logistics, including planning travel to host cities, organizing viewing schedules, and drafting social media posts about match results.
OpenAI’s decision to pair a celebrity with a product already in high demand suggests a focus on retention. The challenge for the company is not merely driving initial downloads or sign-ups, but ensuring that users who test the #MessiMode prompt during the opening stages of the tournament continue to rely on the AI for real-time updates as the competition progresses.
Expert Insight:
The success of this campaign hinges on the distinction between app installations and sustained usage. By targeting a live event, OpenAI is capitalizing on a “mine of information” where users have a constant, daily need for data. However, the reliance on AI for live sports information carries inherent risks; as these tools still frequently produce errors, the platform’s long-term credibility will depend on the accuracy of its real-time reporting on scores, injuries, and match developments.
What May Happen Next
A possible next step for OpenAI is the expansion of these “live event” prompts to other global spectacles. If the #MessiMode campaign successfully anchors ChatGPT as a daily companion for football fans, analysts expect the company to replicate this model for other high-engagement events. Future iterations could focus on deepening the integration of real-time data to mitigate the risk of inaccuracies, as consistent reliability will be the primary factor in determining whether fans remain on the platform after the tournament concludes.
Frequently Asked Questions
Q1: In what way is Lionel Messi involved with OpenAI during the World Cup?
Lionel Messi is the face of a global campaign where he uses ChatGPT to color his hair in the colors of the Argentine flag. Fans are encouraged to use a specific prompt provided by OpenAI to replicate this effect on their own photos.
Q2: What is the purpose of the #MessiMode prompt?
The #MessiMode prompt allows users to generate images of themselves with their hair colored in their national flag’s colors. OpenAI added this to its collection of styles to turn a celebrity marketing moment into a participatory activity for users.
Q3: Does the campaign rely on users believing Messi is an AI expert?
No. The campaign does not require users to believe Messi is proficient in AI. While Messi previously disclosed that he did not personally use AI tools as of January 2026, the campaign focuses on the utility of the tool for fans rather than the celebrity’s personal technical expertise.
Do you believe that celebrity-led campaigns are effective at creating long-term habits for new technology, or do they primarily drive short-term curiosity?