Key facts
- AI-generated content of footballer Erling Haaland is widespread during the World Cup.
- A viral video of Haaland in a restaurant was an AI-altered comedic skit from China.
- Fans have created AI-edited videos and images of Haaland, including Viking themes.
- Much of this AI content originates from China, where Haaland has a significant online following.
- The content blurs the line between reality and digital manipulation, with some posts flagged by fact-checkers.
AI-generated content featuring Norwegian striker Erling Haaland has become a significant online phenomenon during the 2026 World Cup, with much of the material circulating online being digitally altered rather than authentic.
A video that garnered over 31 million views on X showed Haaland in a restaurant, but fact-checkers identified it as an AI-swapped face from a comedic skit by Chinese creators Jin Long and Qiu Qiu. Despite being flagged, the content continued to gain traction, with further AI-altered videos of Haaland posted by the same account.
Fans have also created AI-edited content combining Haaland with other figures, such as a "Haaland-Vinícius AI double act" inspired by the movie 'White Chicks'. Haaland himself acknowledged some of this fan-made content, even suggesting a real-life recreation.
Another popular theme involves Haaland as a Viking warrior, building on a photoshoot of the Norwegian squad by photographer David Yarrow. AI variations of this theme have flooded social media, particularly shared by right-wing accounts that view Haaland as a symbol of masculinity.
Much of the AI-generated content has its origins in China, where Haaland has gained substantial popularity on platforms like Weibo and Douyin. Chinese fans have developed distinct personas for him, such as the 'Nordic Cyborg' or 'Habao' ('Ha Baby'). A song titled 'Haaland (Ha Ha Ha)', set to the tune of a 1979 German disco track, has also become popular.