Alex (LaLiga)

LaLiga is the operator and says outright that Alex is not a person. At the launch the league called him a virtual character created and trained with generative AI. Its AI director Javier Gil described him as a product of LaLiga's commitment to generative AI. Infobae, Vozpopuli and 20minutos all repeat this, and Alex's own Instagram bio, as the dossier records it, says LaLiga created him with AI.

Vozpopuli's account of the press release goes further than most: Alex is a multimodal language model that works with human creative teams, with workflows for generating image, video and voice, so the photos, video and voice are produced rather than filmed. No page names a human model, actor or voice performer behind him. The coverage mentions only staff who built and presented the project, such as Gil and president Javier Tebas.

What is not known: no vendor or interview explains how the images are made, no platform AI label was recorded, and the face was judged only from two press images. The press sources are all based on LaLiga's own announcement, so they agree because they share one origin, but the operator is the best source available and nothing contradicts it. The accounts have not posted since June 2025.