ESPN will use generative artificial intelligence (AI) technology to produce text-based recaps for the National Women’s Soccer League (NWSL) and the Premier Lacrosse League (PLL).
Confirmed:
- Text game recap stories to feature on ESPN’s digital platforms, including its website and app
- Each AI-generated recap will be reviewed by a human editor to ensure quality and accuracy
- Content created by AI will be clearly indicated for fans with a specific byline and tagline at the top and bottom of each story
- ESPN will use Microsoft’s AI technology with a training process, prompts and requirements specific to this initiative that have been developed together by ESPN and Disney staff, along with Accenture
Context:
The AI-generated recaps will be used by ESPN to enhance its coverage of under-served sports, as the NWSL and PLL do not currently have game recaps on ESPN digital platforms. The network has emphasised that the recaps will be used to augment – and not replace – existing coverage.
The project was developed through the ESPN Edge Innovation Center. It aims to establish best practices for using new technology, while allowing ESPN staff to focus on more differentiating feature, analysis, investigative and breaking news coverage.
Last month, ESPN chairman Jimmy Pitaro told reporters that the network could use generative AI technology to create personalised versions of its flagship news show SportsCenter.
Comment:
“AI is not the awful, terrible disruptor that many people think it will be,” Pitaro told reporters at the time. “I personally believe that AI will be very helpful and beneficial to the sports industry and sports fans, and we’re starting to see that.”
Coming next:
ESPN will roll out the AI-generated recaps starting on the 6th September for NWSL games, and a day later will do so for PLL matches. The network plans to extend the initiative to some other sports in the future.
