The Video Assistant Referee (VAR) in football is more than just a technological innovation – it is a real-world experiment in the use of artificial intelligence in complex decision-making situations. Decisions are no longer made solely by humans, but emerge through the interaction between referee and technology.

Yet despite clear evidence that VAR improves decision accuracy and reduces human error, its acceptance remains highly contested. Debates, frustration, and trust issues dominate discussions – both in stadiums and across the public sphere.

Why does an objectively “better” technology face resistance? And what does this mean for the adoption of AI in business and society?

This keynote draws on recent examples from the Bundesliga and the current World Cup to make the challenges of AI adoption tangible. Football serves as a powerful lens for understanding broader societal questions:

Artificial intelligence is reshaping industries, institutions, and everyday life. From process automation to decision support, AI systems are increasingly embedded in complex environments. However, their implementation is not purely a technical challenge – it raises fundamental questions about fairness, responsibility, identity, and knowledge.

This talk offers practical insights and transferable lessons for leaders, organizations, and anyone seeking not only to implement AI, but to integrate it successfully into business and society.