Ajax uses AI to combat online hate on social media

Ajax is using AI technology to automatically filter hate speech on its social media channels. The club has adopted Respondology, a moderation tool previously used by clubs such as Manchester United and Arsenal, making Ajax the first football club in the Netherlands to take this approach.

Respondology hides inappropriate messages based on criteria defined by Ajax’s media team. These include specific categories, keywords, and even emojis that are classified as hateful—such as monkey or banana symbols used in racist contexts, or common abbreviations for slurs. The system is active on platforms including Instagram, LinkedIn, TikTok, Threads, YouTube and Facebook.

The club hopes the tool will foster a safer environment for followers and set an example for other Dutch football clubs to adopt a clear online code of conduct. Ajax plans to make its findings publicly available to encourage wider adoption of similar measures.

To raise awareness, Ajax will wear a special kit in their home match against NAC Breda on Sunday, April 6. The shirt will feature the message "Silence Social Hate" in place of the usual Ziggo sponsor logo. Kick-off is at 16:45 in the Johan Cruijff Arena.

This initiative builds on previous actions by the club. In 2023, Ajax released a video in which players spoke openly about the hateful messages they receive. Club captain Jordan Henderson supports the campaign, especially for younger audiences. “What I’ve seen is disturbing,” he says. Goalkeeper Regina van Eijk adds: “It’s important to show young people what is and isn’t acceptable.”

Read the full article on the website of Het Parool.