AFL tells Sportsbet to stop using players in AI generated content
The AFL has told Sportsbet, its official gambling partner, not to feature prominent footballers in AI-made social media material without their approval.
One video altered former Brisbane Lions player Lachie Neale to resemble a speech by rapper Snoop Dogg. Sportsbet also made AI content using Hawthorn coach Sam Mitchell and former North Melbourne coach Alastair Clarkson.
The clips were restricted to adult viewers and intended to increase social media engagement and attract audiences and customers.
The AFL Players Association contacted the league, saying the videos conflicted with an agreement limiting partners’ use of player images. It called for the material to be removed and for unapproved AI imagery to stop.
The AFL said it would keep working with partners as AI develops. Sportsbet said it was considering partner feedback and community expectations while continuing discussions with the league.
Key points
- The AFL has told Sportsbet to stop using athletes’ likenesses in AI content without permission.
- The players’ union argued the videos breached image-use limits in its agreement with the league.
- The AFL and Sportsbet say discussions about AI content are continuing.