AFL stops Sportsbet from posting AI-generated content of players

The Guardian has exclusively reported that “the AFL has told its official gambling partner, Sportsbet, to stop featuring its high-profile athletes in AI-generated social media content without player permission.”

The AFL has also instructed Sportsbet to delete AI videos “depicting AFL stars delivering lines from movies, television shows or speeches to react to real events.”

Sportsbet reportedly posted the content to boost engagement on its social media pages, but doing so is in direct contravention of the federal government's upcoming ban on athletes appearing in gambling ads.

Sportsbet posts AI videos of AFL players

The Guardian cited one AI video which depicts former Brisbane Lions player Lachie Neale accepting an award at his new club. 

Sportsbet created a video of the moment, depicting him as mimicking a 2018 speech from rapper Snoop Dogg.

“Last but not least, I want to thank me,” an AI-generated video of Neale said. “I want to thank me for believing in me. I want to thank me for doing all this hard work.”

Brisbane Lions player Will Ashcroft was also used in a video, where he yelled a line from television show Ozark: “If you want to stop me you’re going to have to fucking kill me.”

Sportsbet has been using humorous AI-generated content increasingly as it tries to engage a more youthful audience.

A recent example is below in this Instagram post mocking Anton De Pasquale after the weekend's disastrous Bathurst race ending when he ran out of fuel in the last lap.

 

 

 

 

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A post shared by Sportsbet.com.au (@sportsbetcomau)

Sportsbet deletes AI-generated AFL posts

After being alerted by The Guardian, Sportsbet removed the posts on Tuesday.

The outlet reported that the  AFL Players’ Association (AFLPA) wrote to the AFL last week, saying that the videos breached an agreement about image use.

“AI-generated player imagery is not permitted without the players’ approval.

“We raised this with the AFL and advocated for both the removal of the content and a cessation of the use of AI-generated imagery and vision of players without their approval.

“Importantly, the AFL will now work with Sportsbet to remove the content.”

An AFL spokesperson told the investigation it would “continue to work closely with our partners on the use of AI content and will continue to do so as the technology evolves”.

Finally, Sportsbet told The Guardian it was “always developing content that entertains fans and supports engagement with sport”, and added, “We listen to our partners’ feedback and respond accordingly.”