Australian Open Experiments with AI to Create Simulated Videos of Players for Marketing - Raises Questions
-
Australian Open using AI to create simulated lip movements of players like Djokovic for multilingual marketing videos with computer-generated voices
-
Videos aim to build audiences and revenue, but tennis commentator called it "creepy"; players not yet consented to this use of their image
-
Videos feature players speaking different languages, with tone/pitch matched to real player voices
-
TA consulting players as project progresses, especially around potential sensitivities of altering player images
-
TA defending push into technology like AI as effort to elevate fan experience and make Australian Open best tournament possible