A day after reports surfaced that Sports Illustrated had been distributing AI-generated articles under fictitious bylines, the magazine’s team convened for a virtual all-hands meeting. Attendees, speaking anonymously, revealed that the staff was incensed by the revelation.
According to Futurism, SI, a longstanding authority in sports journalism, was identified on Monday for publishing AI-created consumer reviews attributed to non-existent writers. Futurism’s investigation uncovered that one writer’s profile image was available for purchase on an AI platform.
Although SI retracted the articles, its parent company, Arena Group, which also oversees Men’s Journal and Parade, refuted Futurism’s findings. Arena contended that the content was authored by individuals at AdVon Commerce, a third-party entity hired for e-commerce content creation. Arena clarified that only the authors’ names and bios were AI-generated.
Following these events, the situation became ripe for jests. Pat McAfee humorously addressed the issue on his ESPN show, highlighting the utilization of AI writers due to purported budget constraints at Sports Illustrated. Some sources even teased SI reporters about their authenticity.
In a subsequent meeting described as tense and contentious, SI staff demanded a comprehensive explanation of the incident. Editor in Chief Steve Cannella led the discussion, with executive Ross Levinsohn joining later. However, the responses provided during the meeting were deemed inadequate and lacking transparency by multiple employees. Executives attributed the mishap to a singular error with an AI company, asserting that their association with AdVon had already been terminated before Futurism’s report. Staff members, however, perceived a lack of accountability in the management’s response, echoing sentiments expressed in Levinsohn’s email to the team.
The broader implications of AI in journalism, including its ethical considerations and potential impact on human roles, have sparked discussions within the industry. While some view the product reviews incident at SI as less existentially concerning given the nature of the content, others see it as another blow to the publication’s credibility.
The discontent among SI employees is compounded by a perceived decline in the magazine’s standards, exemplified by instances such as a high school student covering professional sports teams under SI’s banner. The underlying issue, as staff members see it, lies in a flawed business model that has led to compromises in journalistic integrity.
As the publication grapples with financial challenges and increasing content demands, concerns about maintaining journalistic quality persist. Recent developments, including new production targets and financial pressures, have further strained the relationship between the staff and management.
Notably, this situation is not isolated to Sports Illustrated, as similar controversies involving AI-generated content have emerged at other media outlets like USA Today. The use of AI in content creation continues to raise questions about transparency and authenticity in journalism.
