Are cats and AI the football pundits of the future?

Malaysian digital-first marketing solutions company KULT has launched a new football-themed content property that sees a panel of cats take on an AI pundit in predicting match outcomes during the FIFA World Cup 2026.

Titled "OFFSIDE: Kucing vs AI", the 105-episode series debuted on 11 June and is being distributed across dedicated OFFSIDE social channels, with collaborative posts also set to appear on the social platforms of Astro Arena.

The format combines an AI-generated football pundit named King Ijad with a rotating panel of real house cats known as pakatan kucing (cat alliance). In each approximately 90-second episode, the cats make match predictions through physical prompts such as country-tagged food bowls or a miniature football pitch, while King Ijad delivers analysis and his own verdict ahead of each game.

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King Ijad is an AI character developed by KULT to resemble a familiar Malaysian football fan archetype, outspoken, opinionated and unafraid to share a hot take. The agency said the character was trained using Malaysian cultural references and nuances to make his language, humour and mannerisms feel locally relevant.

According to KULT, the series is designed as entertainment-first content, with prediction elements serving as a secondary layer. The agency said the concept was created as a way to participate in football conversations during a major tournament without relying on official sponsorship rights.

OFFSIDE also marks KULT's first owned intellectual property (IP), with the company positioning the content brand as a platform that can extend beyond a single tournament cycle.

KULT said the project reflects its broader exploration of AI as a creative tool. Rather than focusing solely on technical capabilities, the agency sought to create an AI personality that audiences could recognise and engage with over time.

The company added that the hybrid format emerged from combining two popular social media content categories, AI-generated predictions and animal prediction videos, into a single recurring show.

Beyond the current football tournament, KULT said it is exploring sponsorship, content integration and amplification opportunities with brands interested in participating in future editions of the OFFSIDE franchise.

“Putting ourselves in the shoes of a brand, OFFSIDE is proof that the only thing you need to own a conversation and build lasting impact during the world’s biggest sporting moment is a better idea. This is KULT building something from scratch: a format, a brand, and an audience. And, as it turns out, a group of cats," said René E. Menezes, KULT leader.

He added, “King Ijad is a character that feels like someone you actually know; the person who always has an opinion, and you always want to hear what he says next, even when he is arrogant. We trained him to sound and think local, and behave in ways that Malaysians recognise instantly. That is not something you get from an AI out of the box. That is craft. The cats bring the unpredictability that no AI can manufacture. Together, they are the show.”

The launch comes as KULT continues to explore the creative applications of AI in content production. Earlier this year, the agency released its first fully AI-generated Hari Raya film, "BUNYI RUMAH" ("Sounds of the house"), through its content and innovation arm, KULT:Studio.

The nearly three-minute film followed a family using AI to recreate the voice of a deceased loved one for a festive greeting, with KULT positioning the project as proof that AI-generated storytelling can still deliver emotional depth and nuance.

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