In the history of FIFA there have been nine presidents – all men. How can we seriously call this the world’s game if 50% of the population have never even had a female candidate to represent them? More female leaders are needed but those with the courage to stand up to the status quo are systematically undermined or sidelined. Using AI we created a candidate for the 10th FIFA Presidency. Hope Sogni is the future of football, capable of saying the things that others can’t to drive change. With an interactive interface, Hope is an AI avatar, created over the course of 10 months, in collaboration with AI company Twise, and alongside dozens of female football leaders. Representing the collective voices of women, the 10th FIFA President provides a disruptive public platform for women in football to share opinions and hard truths about its governance, anonymously and without fear of retribution.