Paris Olympics broadcasters diverge on AI approach

Jul 26, 2024; Paris, FRANCE; General view from inside the Trocadero during the Opening Ceremony for the Paris 2024 Olympic Summer Games along the Seine River. Rob Schumacher-USA TODAY Sports

(Reuters) - The Paris Olympics will be a showcase of generative AI for American viewers but European audiences won't see a similar approach, a contrast that reflects how global media companies are deliberating over the use of the technology.

Comcast's NBCUniversal is diving into AI for its U.S. broadcast of the Games, including re-creating the voice of a legendary sportscaster, while Warner Bros. Discovery's sports division in Europe said the tech is still too nascent for roles such as sports commentating.