Jim Nantz discovered the capabilities of generative AI through a computer-generated version of himself nearly three years ago. The prominent voice of CBS for the NFL and the Masters said, “I still have it on my phone,” expressing amazement at how closely it resembled his actual voice.
Currently, Nantz is contemplating the possibility of contributing his voice to an AI-related initiative, hinting that it could extend beyond a typical lifetime association. He described it as a “from-the-grave kind of deal,” emphasizing the potential of AI to continually call events long after an individual is gone. “It’s just extraordinary to think about the possibilities,” he remarked, although he stressed the importance of ensuring the project is handled correctly.
AI has significantly impacted major sports broadcasting, yet companies have been tight-lipped about their investments, making it challenging to quantify the extent of AI's integration into broadcasts. This summer, Telemundo utilized AI for its World Cup coverage, featuring analysts appearing in various cityscapes and iconic locations as part of segments powered by AI startup HeyGen, supported by CAA. Other broadcasts rely on AI for creating smoother slow-motion shots, accelerating graphic development, and even guiding viewer attention in real-time.
Executives have praised AI's potential to improve game coverage and create content more efficiently. When executed correctly, it can foster greater connections between fans and their favorite athletes. However, some commentators are understandably anxious about the risk of being replaced by technology. The concern remains that the human essence of sports, which is anticipated to insulate the media from the disruptive effects seen in other industries, could be at risk if fans start to experience their beloved teams through a robotic lens.
Alex Shannon, CAA’s head of strategic development, stated, “From the very beginning, we envisioned that two things would hold true as this landscape evolved: the need for regulations would increase, and the commercial potential would be immense.”
While Amazon Prime Video employs Al Michaels and Kirk Herbstreit for its Thursday Night Football, AI has also been utilized in signature features of the program. For instance, a collaboration between football experts and computer scientists led to the creation of algorithms that pinpoint defenders likely to blitz before the snap. “We had this idea without knowing how to bring it to life,” said Prime Video senior coordinating producer Alex Strand. “Then someone much smarter than us suggested, ‘Let’s try something bold.’”
ESPN, for its part, has been using AI-generated voices that mimic actual network anchors in its personalized “SportsCenter for You” segment. Every morning, viewers can receive curated video highlights and game recaps narrated in styles reminiscent of familiar anchors like Hannah Storm or Christine Williamson, who wouldn’t be able to cover every game played daily.
Kaitee Daley, ESPN’s senior vice president for digital, social, and streaming content, explained, “This really helps us reach fans and serve them effectively.” The AI foundation behind SC for You also allows ESPN’s social media teams to focus on other tasks, such as creating clips from TV shows, a process still reliant on human input.
Despite increasing criticisms regarding “AI slop,” ESPN remains impressed with AI’s contributions, leading to plans to transform SC for You into a continuously updated, always-available service. Meanwhile, NBC has taken further steps by reinstating the voice of Jim Fagan for portions of its NBA broadcasts, thanks to a partnership with his family. Fagan, who was a prominent figure in NBC’s basketball coverage during the 1990s, passed away in 2017 after battling Parkinson's disease. His daughters expressed that it is “incredibly special” for their father's voice to resonate once more in basketball games for a new generation of fans.
The NBA, alongside human voice actors, has leveraged AI to create three animated characters—Alley, Oop, and Buzzer—who engage younger audiences while connecting them with star players like Nikola Jokic. NBA senior vice president for digital and social content Bob Carney noted that AI drastically reduced the time needed for scripting, narration, and animation. “What typically would require weeks is now accomplished in days,” Carney said. Discussions about intellectual property extensions for these AI-driven characters have already taken place among NBA executives.
Moreover, AI video and audio technology are now accessible to fans at home through platforms like ElevenLabs, which features over 10,000 synthetic voices. Users can generate commentary that amplifies casual sports moments, leading to both excitement and concern. For instance, AI-generated clips imitating Tony Romo circulated online after his arrest for DUI, raising questions about the risks of deepfake technology, especially concerning copyright violations involving recognized sports commentators.
Investors, such as the new Seattle Seahawks owner Vinod Khosla and Lakers owner Josh Kushner, have been pouring funds into sports teams, seeing an opportunity insulated from disruptions that have affected software companies. However, excessive reliance on automated content may harm the emotional ties fans have with their teams, as unengaging AI-generated content can come off as unsettling.
Organizations are continually refining how to utilize emerging AI technology in sports broadcasting. In 2023, IBM employed AI-generated voiceovers for Masters and Wimbledon highlight reels to enhance the viewing experience of often overlooked moments. The tech company has now shifted focus, making a wealth of historical Masters footage searchable and adding real-time analytical features to Wimbledon’s app. For the U.S. Open, it introduced an innovative “serve quality” metric that utilizes computer vision, tracking over one billion data points throughout the tournament.
NASCAR leveraged AI for its live Spanish-language coverage during a 2025 race in Mexico City. Despite their initial satisfaction, NASCAR’s chief brand officer Tim Clark admitted he’d make different choices in hindsight, feeling that the impersonal nature of AI narration might not resonate with fans who cherish the personal aspect of sports.
While some teams have embraced an AI-free approach for their social content, Bill Simmons faced backlash for incorporating ChatGPT’s assessments into his program after partnering with OpenAI.
According to a recent survey by IBM comprising 20,000 sports fans from 12 countries, AI use surged from 52% to 69% over the past year. Nonetheless, trust in AI-generated sports content fell from 63% to 59%. Additionally, a Pew Research survey indicated that 71% of U.S. adults believe AI will result in job losses within the next two decades. People's apprehensions about AI could overshadow their enjoyment of computer-generated commentary, even as it is rarely used to replace existing announcers.
Kameryn Stanhouse, IBM’s vice president for sports and entertainment partnerships, acknowledged the dual feelings surrounding AI. “While some view AI as frightening, showcasing the tangible benefits of enhancing productivity through our collaborations is critical,” she remarked. At the U.S. Open, for example, AI aids a small editorial team in creating written recaps for 254 matches, some occurring simultaneously.
As AI technology evolves, it is easy to envision a scenario where a local Little League game could feature commentary from a robot echoing Joe Buck or even Vin Scully. The prospect of Jim Nantz serving as the virtual announcer for a community softball game could become a reality, yet CBS has made it clear that it has no plans to pass Nantz’s mic to a digital counterpart anytime soon.
