The Australian Football League has instructed its official gambling partner Sportsbet to cease creating and posting AI-generated content featuring league players without their permission, The Guardian reports.
The directive follows Sportsbet's publication of synthetic videos in which AFL athletes appear to deliver lines from movies, television shows and speeches in response to real sporting events. One instance depicted player Lachie Neale apparently saying "I want to thank me for believing in me," according to The Guardian.
Sportsbet has agreed to delete the AI videos. The gambling firm stated it is working with the AFL "on the evolving use of AI in our content," The Guardian reports.
The case reflects growing tensions between sports organizations and commercial partners over the use of generative AI to replicate athletes' likenesses and voices. The AFL's intervention establishes that players retain control over their digital representations, at least within the league's official commercial relationships.
The AFL has not disclosed whether it plans to implement formal policies governing AI use across all partnerships or whether the instruction to Sportsbet serves as a one-off enforcement action. Sportsbet's cooperation suggests the gambling company accepted the league's position rather than contest the players' right to control their synthetic depictions.
The incident underscores an emerging gap between technological capability and commercial consent frameworks. Sports leagues internationally face similar questions as AI tools enable rapid creation of convincing synthetic media involving public figures.