The Australian Football League (AFL) has taken a stand against its official betting partner Sportsbet, insisting that they refrain from utilizing well-known athletes in AI-generated social media content without obtaining permission first.

According to reports from The Guardian, Sportsbet has been directed to eliminate AI-produced videos where athletes seemingly recreated memorable lines from films, TV shows, or speeches.

These videos, which included age restrictions, were crafted to enhance engagement with Sportsbet’s social media audience and draw in new customers. Following inquiries from Guardian Australia, the betting company promptly removed these videos from its Instagram account.

One notable video featured former Brisbane Lions player Lachie Neale at his new club, Collingwood, mimicking a 2018 speech by the American rapper Snoop Dogg at the unveiling of his star on the Hollywood Walk of Fame. Another involved Brisbane Lions player Will Ashcroft, who was seen delivering a notable line from the TV series Ozark.

Additionally, Sportsbet created AI content that incorporated images of Hawthorn coach Sam Mitchell and former North Melbourne coach Alastair Clarkson. The AFL Players Association, representing the athletes, sent a letter to the league last week expressing their concerns about these materials.

They emphasized that AI-generated images of players should not be used without prior approval, and called for the removal of the content along with a cessation of such practices.

Furthermore, the association pointed out that these videos could violate the collective agreement between players and the AFL, which restricts how athletes’ images can be used by the league’s partners.

While the 2023–2027 agreement allows Sportsbet to use player photos and videos under certain conditions without separate permissions, it does not address the utilization of artificial intelligence. An AFL spokesperson stated that the league will continue collaborating with partners regarding AI content as the technology evolves. In response,

Sportsbet indicated that it values feedback from its partners and is working closely with the AFL to navigate the future use of AI in its offerings.