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The organizers of the Australian Open plan to utilize artificial intelligence in order to create computer-generated lip movements for Novak Djokovic and other tennis players. This will be used for cross-language marketing purposes, synchronized with simulated voices that match the players’ vocal tone and pitch.
During the official “demo day” on Friday, a tennis commentator described the attempt to incorporate artificial intelligence as unsettling.
The presentation focused on how Tennis Australia (TA) is working to increase viewership and profits by embracing technological advancements and supporting new businesses.
Machar Reid, the head of innovation at TA, states that the players have not given permission for their voices to be mimicked. However, they will be involved in the consultation process when the technology starts making adjustments to their image.
Reid states that the ideal scenario is for both parties to benefit, with the content being more easily digestible for fans and the brand or player gaining exposure in various media and markets, ultimately leading to an increase in their own public recognition.
Reid shared a pre-recorded video of Djokovic from YouTube where he can be heard speaking in Spanish, despite being the current world No 1.
Reid emphasizes the importance of coherence and authenticity in the content. Additionally, he mentions the synchronization of lip movements with speech, which can potentially be improved with AI technology in the future.
The demonstration surprised tennis commentator and event host Nick McCarvel. He expressed his discomfort by saying, “That’s giving me the creeps.”
The Djokovic demo is one example (the Serb has previously spoken Spanish in press conferences), and there are already several videos on the Australian Open’s YouTube channel using the technology, including videos mimicking the distinctive voices of Coco Gauff and Daniil Medvedev.
Camb.AI, a company based in the UAE and part of the 2024 intake in the Australian Open’s startup program, is responsible for producing these “dubs.” The dubs are being delivered within 12 hours during the tournament.
The TA team has implemented measures to reduce the likelihood of any controversy arising from the translated words they are assigning to the players.
Xavier Muhlebach, TA’s head of original content, acknowledges that players are highly concerned about their image and how they are presented.
At this time, we provide English subtitles that accurately reflect the content of our transcripts. This ensures that there is no chance of misunderstanding when the content is translated into another language.
According to Reid, the team will seek input from players as the project progresses.
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Reid explains that the main focus has been on translating audio, but they plan to also consider ways to enhance visual fidelity in the future.
“I believe that is the point where the consultative process begins, particularly when we are altering someone’s image. This can be a delicate matter, so it’s important to approach it carefully.”
Craig Tiley, the CEO of TA and director of the Australian Open, recently spoke out in support of the tournament’s financial stability. This comes after the tournament received millions of dollars in subsidies from the Victorian government over the course of three years.
The organization responsible for running the Australian Open, known as TA, has a program dedicated to promoting innovation within their company. They also work together with startups, potentially considering investments through their venture capital division.
The company has already put money into Minute.ly, an Israeli business that specializes in AI video analysis, and SwingVision, a startup from California that focuses on ball tracking technology.
According to Reid, incorporating technology was essential in creating the ultimate experience for fans and players at the Australian Open.
Reid states that technology plays a crucial role in our fan experience, and we aim to enhance and expedite it to benefit both the player and the fan.
“In this way, they have a symbiotic relationship. Hopefully, as the overall situation improves, it will benefit everyone equally.”
Source: theguardian.com
