AI Takes Centre Stage at the Paris Olympics: A Tale of Two Broadcasters

TL;DR:

• NBCUniversal is using AI for personalised recaps and voice recreation for the Paris Olympics.
• Warner Bros. Discovery in Europe finds AI lacking in emotional translation for sports commentary.
• AI is expected to play a bigger role in future Olympics, like the 2028 Los Angeles Games.

The Paris Olympics is set to be a thrilling showcase of artificial intelligence, but how viewers experience this will depend on where they live. Two major broadcasters, NBCUniversal in the US and Warner Bros. Discovery in Europe, are taking different approaches to AI. Let’s dive in!

AI in Sports Broadcasting: The Next Big Thing

Artificial Intelligence is changing the game in sports broadcasting. It can help create personalised content, translate languages, and even mimic famous voices. But is it ready for the big leagues?

NBCUniversal: Diving Headfirst into AI

NBCUniversal is going all-in with AI for its US broadcast of the Games. They’ve teamed up with Google and Team USA to bring viewers an enhanced experience.

• AI-enhanced Google Maps: Viewers can explore Olympic venues virtually, getting a feel for Paris from their screens.
• Google AI Search: NBC’s hosts will show how Google AI can answer questions about the competitions in real-time.
• Personalised Daily Briefings: NBCUniversal will use generative AI to create personalised daily recaps. These will be narrated by an AI re-creation of legendary sportscaster Al Michaels’ voice.

NBCUniversal plans to create almost seven million different variations of these daily recaps. That’s a lot of content!

Warner Bros. Discovery: Cautious About AI

Meanwhile, Warner Bros. Discovery in Europe is taking a more cautious approach. They’ve seen demos from tech companies that translate speech into other languages. But Scott Young, a senior vice president at Warner Bros. Discovery Sports Europe, says these demos lack emotion.

“In every part of their (demos), it feels like yes, you’ve translated the words correctly, but you haven’t translated or narrated the feeling,” he said.

For example, when Italian sprinter Marcell Jacobs won gold in Tokyo, Italian commentators screamed their reactions. AI struggles to replicate that genuine excitement.

AI in the Future of Olympics Broadcasting

The Olympic Broadcasting Services is also using AI to quickly cut footage into brief highlights. But they’re wary of deepfakes and “tampering with reality.”

Despite these concerns, AI’s role in sports broadcasting is set to grow. Scott Young thinks we’re just one Summer Games away from seeing its real impact.

“We’re probably just one Summer Games away from where the real impact will be for us,” Young said.

The next Summer Games are the 2028 Los Angeles Olympics. So, mark your calendars!

The AI Debate: Excitement vs Caution

NBCUniversal’s embrace of AI shows its potential in sports broadcasting. But Warner Bros. Discovery’s caution is a reminder that AI still has limitations. It struggles to capture emotion and can raise concerns about authenticity.

As AI advances, broadcasters will need to strike a balance. They should leverage AI’s benefits while ensuring it doesn’t diminish the human touch that makes live sports exciting.

AI Beyond the Olympics

The Paris Olympics is just the beginning. AI is set to revolutionise many aspects of life, from healthcare to education. But it’s in entertainment, like sports broadcasting, where its impact will be most visible.

AI could help you research athletes and their performances. During the Games, it could provide real-time stats and insights. After the Games, it could help you create personalised recaps for viewers. But remember, AI should enhance, not replace, your unique perspective and excitement.

Comment and Share

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• To learn more about the role of AI at the olympics tap here.