A major Australian rules football league has directed its official gambling sponsor to halt the use of player-generated AI content without explicit approval, following concerns over unauthorized deepfake videos. The ban includes AI-altered footage of athletes delivering fictional movie or speech lines in response to real-game moments, raising ethical questions about consent and digital representation. The move comes as sports organizations grapple with the growing influence of artificial intelligence in marketing and media. Sportsbet, the league’s partner, has been ordered to remove existing AI-generated clips featuring players.
Exclusive: Gambling firm working with AFL ‘on the evolving use of AI in our content’ as it deletes video depicting Lachie Neale saying ‘I want to thank me for believing in me’Get our breaking news email, free app or daily news podcastThe AFL has told its official gambling partner, Sportsbet, to stop featuring its high-profile athletes in AI-generated social media content without their permission.Sportsbet has also been told to delete AI videos depicting AFL stars delivering lines from movies, television shows or speeches to react to real events. Continue reading...
