AFL tells Sportsbet to stop using players in AI generated content
The AFL has ordered gambling partner Sportsbet to cease using AI-generated depictions of its players in social media advertisements. The move follows criticism from the players' union and comes ahead of new federal regulations banning athletes from appearing in gambling promotions.
Why it matters
This highlights the growing tension between emerging AI technology, athlete image rights, and the tightening regulatory environment surrounding sports betting advertising.
AI-generated depictions of AFL players by Sportsbet have been criticised by the players union. Composite: Sportsbet/Instagram AI-generated depictions of AFL players by Sportsbet have been criticised by the players union. Composite: Sportsbet/Instagram Gambling AFL tells Sportsbet to stop using players in AI generated content 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’
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Prefer the Guardian on Google The 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.
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