ESPN, Tennis Channel Bringing AI to Sports Coverage

The proper use of artificial intelligence (AI) is an ongoing debate in many facets of modern society. The Writers Guild of America and Screen Actors Guild both held firm during 2023 strikes until they got protections against the intrusion of AI in their contracts with major studios, but conversations about the use of AI in entertainment have not gone away. They were stoked once again on Thursday, when ESPN announced that it would begin using generative AI to write recaps of select sporting events and the Tennis Channel revealed that it would use AI to translate commentary from English to Spanish.

Key Details:

• ESPN announced that AI recaps would be provided for National Women’s Soccer League and Premier Lacrosse League games.
• The announcement received swift backlash from fans and media members on social media.
• Tennis Channel will also use AI to dub a selection of tennis games into Spanish for customers in Spain.

ESPN actually made the announcement of its decision to use AI to write recaps of National Women’s Soccer League and Premier Lacrosse League games twice on Thursday. The first time it shared the news, it was forced to delete the tweet in less than an hour after many observers noticed a photo of the example article featured in the communique featured several errors.

The current version of the tweet is still available on X, the social media site formerly known as Twitter. Its replies are filled with fans and other media members who are more than willing to voice their dissatisfaction with the idea. If you choose to head to the replies, be ready to read some spicy language.

Using generative AI technology, ESPN now offers game recap stories for @PremierLacrosse & @NWSL - incremental coverage for both leagues

This initiative has been collaboratively developed by ESPN & Disney teams with @Accenture

More: https://t.co/oJzlHcF0c9 pic.twitter.com/MmimaPssB7

— ESPN Front Row (@ESPNFrontRow) September 5, 2024

Front Office Sports reached out to ESPN following the online backlash against the announcement, and received the following reply:

“The AI-generated recaps are an opportunity for ESPN to responsibly leverage new technology and provide coverage of every PLL and NWSL match for the first time,” said an ESPN spokesperson. “These automated recaps will allow ESPN staff to focus on feature, analysis and breaking news coverage. ESPN has always worked to combine human capability with emerging technologies as part of its mission to serve sports fans.”

ESPN has pledged that all AI-generated stories will be reviewed by a human editor before publishing and that each will be given a byline of “ESPN Generative AI Services.” It also pointed to the journalists it still employs to cover NWSL and lacrosse games.

ESPN is not the only sports outlet that’s gearing up to incorporate more AI in its offerings. The Tennis Channel announced on Thursday that it would use AI to translate dubs of commentary for live matches from English to Spanish in Spain, starting with the Guadalajara Open Akron event starting on Sept. 9.

“It’s incredible to listen to matches announced in one language translated almost instantaneously into another at the same time by AI,” Tennis Channel International SVP Andy Reif said. “As this technology develops, we’ll be able to create content in our U.S. studios or abroad and quickly tailor it to audiences anywhere in the world. This greatly enhances what we provide on each of our channels globally and allows us to better connect with viewers in the countries we serve.”

Are AI Recaps a Good Thing?

There’s no doubt that AI can help people in many fields, not just at work. But the encroachment of AI into journalism is a troubling trend, and not just because I am a writer who fears being replaced by a machine one day.

Using AI in journalism raises questions of integrity, bias, and accuracy. AI technology is still improving, as the error-ridden example article ESPN first tweeted when announcing its plans on Thursday made very clear. It’s also reasonable to point out that AI can be programmed to ignore important parts of a story, which leaves audiences constantly questioning whether or not they can trust what they’re reading.

ESPN has often used its deal with the NWSL as proof that it is increasing the amount of coverage it gives to women’s sports. But what does it say about the company’s commitment to such events when it deems them unworthy of spending the money to have a human being write up game recaps?

The use of AI to write up recaps for select events on ESPN or to translate English tennis commentary into Spanish won’t cause the unraveling of journalism overnight. But as AI continues to intrude into these spaces, it may serve to continue eroding the trust people have in media, which is already at a troubling low point.