The future has arrived just in time for the Olympics.
NBC has announced an innovative approach for the 2024 Paris Olympics coverage by utilizing artificial intelligence to bring the voice of veteran sportscaster Al Michaels to its Peacock subscribers.
This groundbreaking venture will feature a generative AI version of Michaels’ voice providing personalized Olympic recaps on Peacock.
The reveal was made during a press event at Studio 8H in NBC’s iconic 30 Rockefeller Center headquarters, highlighting a service named “Your Daily Olympic Recap on Peacock.”
This service will deliver a custom highlight playlist that sounds as if Michaels himself is narrating, including personal greetings to users by name and diving into specific sports or moments that the user has expressed interest in.
These recaps, focusing on various aspects such as viral moments or athlete backstories, are designed to run approximately 10 minutes, offering an intimate and tailored viewing experience.
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Social media users have voiced their opinions clearly: With Al Michaels still alive, many are questioning why NBC would choose to use an AI version of his voice instead of having the real Michaels continue in his role.
The use of Michaels’ voice was approved by the sportscaster himself after a demonstration that showcased the capabilities of the AI technology. “When I was approached about this, I was skeptical but obviously curious,” Michaels commented. “Then I saw a demonstration detailing what they had in mind. I said, ‘I’m in.’”
Al Michaels, a revered name in sports broadcasting, has a long-standing relationship with the Olympics, covering them for NBC since 2010 and having famously called the “Miracle on Ice” game in 1980 for ABC.
He also served as the lead play-by-play announcer for NBC’s Sunday Night Football and currently covers Amazon’s Thursday Night Football.
To ensure the integrity of the content, NBCUniversal has emphasized that a team of NBC Sports editors will meticulously review all generated content for quality, validation, and accuracy.
This includes checking the pronunciation and intonation of names and events, addressing some of the common concerns about generative AI related to accuracy and context.
This human oversight is intended to safeguard the quality of the AI-generated recaps before they are presented to viewers.
This strategic move by NBC to incorporate AI in delivering personalized content represents a significant step in merging technology with traditional media.
Kelly Campbell, president of Peacock and direct-to-consumer at NBCUniversal, expressed enthusiasm about the new features, stating, “Peacock continues to introduce unique customer-first features that strengthen our unmatched leadership in live streaming. With these recaps alongside interactive elements like Peacock Live Actions and Discovery Multiview, we’re bringing the best of sports together with the best of technology to deliver fans a personalized Olympics experience in a way that’s never been possible before.”
This initiative not only enhances the viewer experience but also sets a potential template for future media offerings where the talents of well-known personalities can be extended through technology.
