ESPN Evaluating AI Promos After Tony Parker Backlash - Front Office Sports

ESPN is currently reevaluating its use of generative AI in promotional materials following significant online criticism regarding an AI-altered image of Tony Parker. The network confirmed that experimental AI tools were utilized to animate historical photos during its broadcast of Game 1 of the 2024 NBA Finals.

What happened

During the June 5, 2024, broadcast, ESPN aired several "moving portraits" intended to bring iconic playoff imagery to life. One segment, appearing at the 6:50 mark of the third quarter, featured a digitally altered image of Tony Parker based on a 2003 championship photo. The broadcast showed Parker seated on the Spurs logo, surrounded by confetti and wagging his finger, a depiction that was widely mocked on social media for its artificial appearance.

This incident was not isolated; the broadcast also featured an AI-altered color version of a 1960 black-and-white photo of Bill Russell taking a hook shot. A spokesperson for ESPN confirmed that the network is evaluating whether to continue using this technology for subsequent games. The use of AI in sports media has become a point of contention recently, with Indiana Fever star Caitlin Clark previously calling out her own social media team for using AI-generated imagery of her on Instagram. The broader context of these experiments follows Disney’s earlier, ultimately collapsed, efforts to partner with OpenAI for video generation tools.