In a groundbreaking move, the Philippines’ largest TV network, GMA, has unveiled AI-generated “sportscasters” named “Maia” and “Marco,” a development that has stirred a mix of curiosity and concern within the world of sports journalism.
The introduction of these AI-driven avatars coincided with the kickoff of the National Collegiate Athletics Association (NCAA), the Philippines’ storied collegiate league, and was presented by GMA Integrated News. In a 40-second video debut, Maia and Marco, who bear striking resemblances to popular celebrities and local sportscasters, pledged to provide “the latest news about the biggest leagues and tournaments in the Philippines and all over the world… using cutting-edge advancements in generative AI.” Oliver Victor Amoroso, Senior Vice President of GMA Integrated News, emphasized that the adoption of AI reflects the network’s unwavering commitment to journalistic innovation.
Amidst the anticipation, reactions to GMA’s foray into AI sportscasting have been marked by skepticism. While many acknowledge the visual appeal of Maia and Marco, some have noted an “uncanny valley” effect, referring to the subtle unnaturalness in their appearance, particularly in their eyes. Former Philippine Sports Commission chairman Noli Eala expressed reservations, reflecting on the unique qualities that human sportscasters bring to their craft. Eala remarked, “While clearly we have to embrace progress, I wonder how personal and intimate reports can be as compared to the ones given by our local sportscasters. I’m still a traditionalist. I say, NAY!”
Paolo Barcelon, an e-sports broadcaster, concurred that AI avatars have limitations when it comes to capturing the essence, emotions, and excitement of live sports. Notably, the technology currently cannot provide real-time commentary and analysis as events unfold.
To address concerns, GMA’s Amoroso clarified that Maia and Marco are not intended to replace traditional sportscasters. He emphasized, “Maia and Marco are AI presenters. They can never replace our seasoned broadcasters and colleagues who are the lifeblood of our organization.”
Assistant Professor Jeremaiah Opiniano, a journalism educator at the University of Santo Tomas, sees the broader adoption of generative AI in newsrooms as an evolving trend. Opiniano suggested that news organizations, both large and small, should carefully evaluate the advantages and disadvantages of integrating AI into their editorial workflows.
He argued that instead of resisting change, newsrooms should explore the benefits AI can bring while simultaneously devising strategies to mitigate any potential negative impacts. This balanced approach could lead to harnessing AI’s capabilities while preserving the unique qualities that human journalists and sportscasters bring to their storytelling.
The introduction of AI sportscasters in the Philippines represents a fascinating intersection of technology and journalism, igniting discussions about the future of sports coverage in an AI-driven landscape. As AI continues to evolve, it remains to be seen how it will integrate with the rich tapestry of storytelling in the world of sports.
