A.I. Al Michaels? NBC Will Use Legendary Broadcaster’s A.I.-Generated Voice For Paris Olympics
ForbesJun 25
NBC to Use AI-Generated Voice of Al Michaels for Olympic Recaps
The Facts
NBC Universal plans to use artificial intelligence (AI) to replicate the voice of broadcaster Al Michaels as part of its Olympics coverage this summer. The AI-generated voice will narrate a daily highlight reel of the Paris games.
Viewers will be able to hear Michaels’ artificially produced voice on “Your Daily Olympic Recap on Peacock,” NBC’s streaming service announced. The platform says that the AI model was trained using Michaels’ past broadcasting appearances with NBC Sports.
The Spin
Narrative A
The novelty of an AI-generated Michaels pales in comparison to the multifaceted ethical dilemma it creates. In addition to the obvious threat to job security, the technology inherently lacks the human touch that makes certain broadcasts iconic. Even if AI perfectly mimics Michaels’ legendary voice, it would still be a cheap imitation of the announcer’s human spirit and spontaneity.
Narrative B
NBC is joining the broadcasting revolution. While there may be concerns about the displacement of human announcers, it's more likely AI will create more jobs in media and allow for a more equitable viewer experience. AI-generated voices can provide more accessible coverage to speakers of different languages and the hearing impaired. And its ever-evolving nature ensures that there will always be good jobs in the industry.