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GOAL-e: Our Responsible Approach to AI

At GOAL, we believe in using artificial intelligence responsibly to enhance your experience of the beautiful game. As such we've created GOAL-e our AI assistant. GOAL-e has been trained on 20 years of GOAL content and is fluent in football coverage across 8 languages. GOAL-e is still learning the beautiful game, so at times you may disagree with its views or coverage.

GOAL-e is already helping our content creators, product and operational teams in many ways. You may already spot the GOAL-e logo on team summaries, related questions, translated content, or image generation. GOAL is constantly learning and helping to make GOAL and other Footballco brands the most engaging and rich experience.

GOAL-e is designed to empower our global network, not replace it. Human editors remain responsible for our journalism and for applying our editorial standards across our global network.

How GOAL-e Labels Content

To ensure absolute transparency in line with the EU AI Act, we clearly label content and features at the first point of user interaction. When you see a GOAL-e attribution on our platforms, it will use one of the following consistent terms to explain how that content was made:

  • “AI-generated” means content created primarily by automated tools within GOAL-e, such as automated match metrics or data-driven summaries.
  • “AI-assisted” means content created by our professional staff with material support from GOAL-e tools (for example, layout drafting, data summarising, or copy-editing), with strict human editorial review before publication.
  • “AI-translated” means original content written by a local GOAL journalist on the ground, translated by our smart systems to bring global stories to you in your native language, with or without subsequent human review as indicated.
  • “AI-generated/altered media” means illustrative images, video, or audio that have been created or materially modified by automated systems.

Where used, these labels will appear alongside the relevant content or feature and will link back to this notice for your information.

Interactive AI with Ask GOAL-e

When you use interactive features such as Ask GOAL-e or GOAL Answers, you are interacting directly with automated AI tools. While this feature is deeply informed by our historical football archive, AI models can still make mistakes, omit context, or produce inaccurate information. Do not rely on these chat outputs as absolute statements of fact. Please do not share personal or sensitive information in your prompts or conversations.

Synthetic and Altered Media

If we publish synthetic or AI-altered images, video, or audio (such as conceptual match previews generated by our affiliate editors), we will clearly label them as “AI-generated/altered media.” This media may not depict real people, places, or events, and it should not be treated as an authentic recording unless we explicitly state otherwise.

Linkage from GOAL-e Surfaces

Labels and notices will be presented at the point of use on GOAL-e surfaces and other GOAL products to indicate when content is “AI-generated”, “AI-assisted”, “AI-translated”, or “AI-generated/altered media”, and when you are using an interactive AI feature. These labels or notices link directly back to this page for further detail.

Limitations of Automation

Automated systems have known limitations. Outputs may be incomplete, imprecise, out of date, or reflect biases present in training data or user prompts. Statistics, quotes, line-ups, fixtures, betting information, and other time-sensitive sports data can change rapidly. You should verify important information from primary or authoritative sources before relying on it.

Not Professional Advice

Content labelled with the GOAL-e brand, including “AI-generated”, “AI-assisted”, “AI-translated”, and “AI-generated/altered media” labels, as well as outputs from interactive AI features, is provided for general information only. It does not constitute professional advice (including legal, financial, medical, or betting advice). You should obtain professional or specialist advice before taking, or refraining from, any action on the basis of this content.

Reporting Concerns

If you believe any GOAL-e labelled content, interactive chat outputs, or AI-generated media on GOAL are inaccurate, misleading, harmful, infringing, or mislabelled, please contact us at copyrightnotification@footballco.com or as set out in our Takedown Notice and Brand Safety Policy available at: https://www.footballco.com/brand-safety.

Please include a link to the specific content or feature, a short description of your concern, and any supporting information to help our teams review the issue.

Review and Corrections

We take our AI governance seriously. We review user reports and may update, correct, relabel, or remove content or features where appropriate. We also continuously improve our systems and data processes in response to substantiated issues. Where material corrections are made to an article, we aim to note that an update has occurred.

Last updated 22.07.2026