ESPN is reassessing its in-game promotional materials after an AI-generated image of Tony Parker sparked online backlash.
A moving portrait of Spurs legend Tony Parker from Wednesday’s ESPN broadcast of Game 1 of the NBA Finals went viral after it appeared artificial intelligence had been used to alter his appearance. An ESPN spokesperson confirmed to Front Office Sports that AI had been used to create the image—along with two other moving portraits during the broadcast—and the network is “evaluating” whether it will continue to use the technology in Game 2.
The concept of ESPN’s promotion was to bring iconic playoff images to life, the spokesperson says, and AI tools were used to create the material. The company views the use of the tech as “an experiment.”
The original image of Parker, which can be seen on NBA.com, was taken after his Spurs team won the 2003 NBA championship, the first of his four titles. ESPN’s moving portrait, which aired before an ad break at the 6:50 minute mark of the third quarter, showed Parker seated on the Spurs logo at center court, surrounded in confetti, and wagging his left pointer finger.
The Parker promo was widely mocked on social media, but it was only one of several AI promos ESPN used Wednesday night.
