NBCUniversal to showcase AI in Paris Olympics, Warner Bros Discovery cautious
The 2024 Summer Olympics will feature AI-driven broadcasts for US viewers, including AI-generated commentary, while Europe opts for a traditional approach. Warner Bros. Discovery finds AI too immature for sports commentating, but NBCUniversal will heavily integrate AI in its coverage.
The Paris Olympics will highlight the use of generative AI for American viewers, while European audiences will experience a more traditional approach. Comcast’s NBCUniversal plans to integrate AI into its US broadcast, including recreating the voice of a legendary sportscaster. Meanwhile, Warner Bros. Discovery’s sports division in Europe considers the technology too immature for roles like sports commentating.
Warner Bros. Discovery, which will stream the Games on its Max and discovery+ platforms across Europe, has tested AI for translating speech but found it lacks the emotion needed for thrilling sports moments. Scott Young, senior vice president at Warner Bros. Discovery Sports Europe, emphasised that AI struggles to capture the genuine excitement of live commentary. The difference in approaches reflects global media companies’ varied stances on AI technology, as France also plans to allow AI-powered surveillance during the Olympics, highlighting its broad application.
In the US, NBCUniversal will collaborate with Google and Team USA to enhance the viewing experience with AI, including AI-enhanced Google Map images of Olympic venues and AI-generated personalised daily briefings narrated by an AI recreation of Al Michaels’ voice. The Olympic Broadcasting Services is also using AI to produce quick highlights but remains cautious about deepfake risks. Additionally, extensive cybersecurity measures are being implemented to protect the Games from cyber threats, showcasing the crucial role of AI in ensuring safety and security.
As AI capabilities advance, European sports fans may soon experience similar technology. Warner Bros. Discovery anticipates significant AI integration by the 2028 Los Angeles Olympics. The International Olympic Committee (IOC) is already implementing AI for athlete safety and deploying AI tools to counter cyber threats at the 2024 Olympics, illustrating the growing influence of AI in sports.
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