The upcoming Paris Olympics will showcase a contrasting use of generative AI, with American viewers experiencing advanced AI technologies while European audiences encounter a more conventional broadcast approach. Comcast’s NBCUniversal plans to integrate AI extensively into its US coverage, including using AI to recreate the voice of a legendary sportscaster. In contrast, Warner Bros. Discovery’s European sports division remains skeptical of AI’s current capabilities for live sports commentary.
Warner Bros. Discovery, which will stream the Games on its Max and discovery+ platforms across Europe, has experimented with AI for speech translation but found it lacking the emotional depth needed for dynamic sports commentary. Scott Young, Senior Vice President at Warner Bros. Discovery Sports Europe, pointed out that AI struggles to convey the authentic excitement of live sports. This discrepancy highlights the varied global perspectives on AI, with France also introducing AI-powered surveillance during the Olympics, reflecting its extensive applications.
In the US, NBCUniversal will partner with Google and Team USA to enhance the viewing experience through AI. This includes AI-enhanced Google Maps of Olympic venues and personalized daily briefings narrated by an AI-generated voice of sports broadcaster Al Michaels. The Olympic Broadcasting Services will employ AI to produce rapid highlights while taking precautions against deepfake risks. Additionally, robust cybersecurity measures will be in place to safeguard the Games from potential cyber threats, underscoring AI’s role in maintaining safety and security.
As AI technology continues to evolve, European sports fans may see similar innovations in the future. Warner Bros. Discovery expects significant AI advancements by the 2028 Los Angeles Olympics. The International Olympic Committee (IOC) is already deploying AI for athlete safety and countering cyber threats at the 2024 Olympics, demonstrating the increasing impact of AI in the sports industry.
