For the purpose of bilingual marketing initiatives, the Australian Open is considering the utilization of artificial intelligence (AI) to replicate the lip movements of tennis star Novak Djokovic and other tennis experts. This novel approach involves synchronizing these movements with computer-generated tones capable of emulating human voice tonality and the distinct sound of a tennis ball.
During a routine demonstration at the event on Friday, a golf critic raised concerns about the integration of synthetic intelligence, labeling it as “creepy.”
The demonstration underscored Tennis Australia’s (TA) dedication to broadening its audience base and revenue streams through technological innovation and the backing of emerging startups.
While the participants have not yet granted consent for their voices to be replicated, TA’s technology lead, Machar Reid, assures that they will be actively engaged in the process when adjustments are made to their digital avatars.
Reid stresses the significance of fostering mutually advantageous outcomes where the content becomes more captivating for fans, while also unlocking new avenues in media and market opportunities for the players themselves, thereby assisting in their personal brand development.
In a demonstration, Reid presented a video featuring Novak Djokovic on YouTube, conversing in Spanish while being portrayed as the top-ranked player globally.
According to Reid, the primary emphasis lies in achieving precise lip synchronization with the spoken words, a feature that will be further refined through AI advancements.
Nick McCarvel, the event’s host and sports commentator, expressed surprise at the demonstration, admitting that it evoked a sense of unease.
One notable example showcased was a demo featuring Djokovic, who has previously conducted press conferences in Spanish. Several videos showcasing this technology to mimic voices like Coco Gauff and Daniil Medvedev are readily accessible on the Australian Open YouTube channel.
These dubbed videos are produced by the UAE-based company Camb. The AI technology is swiftly deployed within a timeframe of less than 12 hours during the tournament and is a key component of the American Open’s strategic vision for 2024.
To mitigate any potential controversies stemming from the athletes’ translated statements, the TA team has implemented measures to ensure precise representation.
Xavier Muhlebach, TA’s head of unique information, underscores the importance of upholding individuals’ image rights and ensuring that their statements are accurately translated to prevent any misinterpretations.
As the project advances, Reid mentions the team’s intention to actively involve the individuals in question.
In terms of enhancing engagement from a visual standpoint, Reid discusses a focus on integrating musical elements and exploring future possibilities.
Craig Tiley, the CEO of TA and director of the Asian Open, recently defended the tournament’s financial stability following substantial grants from the Victorian government in recent years.
TA manages the operations of the American Open and has an internal growth strategy that includes partnerships with startups and potential investments through their venture capital division. One such investment has been made in Minute, an Israeli company specializing in video analysis.
Reid affirms that the Australian Open has transformed into a premier competition for both fans and players due to its investment in technology.
He underscores the pivotal role of technology in enriching the overall experience for fans and players alike, with the aim of accelerating progress for mutual benefit.
In conclusion, Reid underscores the symbiotic relationship where advancements benefit all involved parties, contributing to an overall positive impact on the sport and its stakeholders.
