The world of technology has evolved into the age of artificial intelligence (AI), bringing with it a slew of new opportunities. Companies have already begun to capitalize on the advancements by testing new ways to engage customers.
On October 1, the NFL aired its first ever AI generated broadcast. The game between the Jaguars and Falcons was broadcast live from Wembley stadium while also being broadcast on Disney+ from the “Toy Story” world.
Disney, owner of both ESPN and Pixar, used technology from Beyond Sports and NFL Next Gen Stats to create realistic motions for everything occurring in the game. The game was set in Andy’s room from “Toy Story” and featured appearances from characters Woody, Buzz Lightyear, Jesse, Slinky Dog, Rex and Mr. Potato Head. Like the movie, the players resembled action figures that had come to life.
This attempt at growing the game seeks the viewership of a younger audience with hopes of having a recognizable movie as a gateway to football. PV football coach Joe Youngbauer believes the use of AI could be a definite factor in appealing to a new generation of viewers. “Ultimately the NFL is a business and in order to continue to grow you have to appeal to your audience. Now you see what the AI example may be appealing to a younger group of audience or even kids. For the NFL, if it means more consumers, it will be a worthwhile opportunity,” he said.
This broadcast style isn’t the first time Disney has experimented with AI. In March, Disney worked with the NHL to create the Big City Greens Classic. Using the same technology they were able to make the game come to life in the Disney show “Big City Greens.”
These broadcast styles, while enticing to attract a new audience, aren’t completely greeted with open arms. Senior Matt Pishke feels as if the attempt falls short of what the NFL is supposed to be. “At first I thought it could be funny, but when I got later into watching, it didn’t make much sense to me. I’d rather watch the actual game,” he commented.
Youngbauer believes while it is a business decision, there are some definite questions about the purity of the game. “It really calls into question the pureness of a game. It’s a little sad to think about how it continues to change and evolve,” he stated.
Beyond just the power of video AI, preference-based AI is an avenue explored by more companies. Businesses from a wide variety of industries like Home Depot, JPMorgan Chase, Starbucks, Nike, and Netflix are all implementing AI into their websites to scan preferences and customize customer experiences. With tailored experiences, the hope is to keep customers on the site longer until the companies have earned their business.
Other companies including Quizlet, Snapchat, and Google have all created experimental chatbots.
As AI continues to become mainstream there will only become an increased number of companies turning to it for increased engagement.
James Thiel • Oct 15, 2023 at 9:45 pm
Does the AI created football game take away from the veiwers overall connection to the game and do you think there is any chance that this way of streaming games could become more common?