Barcelona star Lionel Messi enters brand partnership with Israeli AI firm

Barcelona and Argentina star Lionel Messi is set to become the face of an Israeli artificial intelligence (AI) firm.

The Jerusalem-based AI company ORcam Technologies announced on Wednesday that the football star will be promoting its MyEye device - a wearable device designed to aid the blind and visually impaired.

Users will be capable of reading text, recognising faces, and consumer products.

OrCam said the partnership with the world famous footballer  aims to "increase awareness of the challenges faced by the blind and visually impaired community globally".

The firm said it will also be arranging face-to-face meetings between MyEye users and Messi.

"These individuals will each become members of the 'OrCam Dream Team'," the OrCam statement said.

Messi made headlines last month after a public falling-out with Barcelona's new manager Ronald Koeman, with the club claiming the Argentine star was on strike after not appearing for pre-season training or a Covid-19 test.

Speculation has swirled in recent weeks that Messi could be preparing for an eye-watering £623 million move to English Premier League club Manchester City.

Qatar-owned Paris Saint-Germain had also reportedly expressed interest in the player, but Messi last week stated his intention to stay with Barcelona.


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