The AFL has told Sportsbet to delete AI videos containing players, including Lachie Neale, and warned to put a stop to such content.
Sportsbet is the AFL’s official gambling partner and has used AI content of AFL stars on its social media platforms.
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In some cases images of players are used and dubbed over famous scenes, including from movies and TV shows.
Following Neale’s trade to Collingwood earlier this month, Sportsbet used the midfielder’s face to mimic a speech from American rapper Snoop Dogg.
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The video, which was originally of the artist seeing his star on the Hollywood Walk of Fame, is reimagined to show Neale accepting an award.
“Last but not least, I want to thank me,” an AI-generated Neale says.
“I want to thank me for believing in me. I want to thank me for doing all this hard work.”
The video has since been deleted from Sportsbet’s various social media platforms and can no longer be viewed.
However, the gambling company still displays AI content on its X and Instagram pages.
One video depicts Kanye West in a Brisbane Lions jersey holding aloft the AFL premiership trophy.
Last weekend, the company poked fun at Supercars driver Anton De Pasquale with an AI image that showed him filling his car up with petrol after he ran out of fuel in the last lap at Bathurst, which cost him victory.
A number of AFL figures were also depicted in since deleted content, including Brisbane star Will Ashcroft, Hawthorn coach Sam Mitchell and former North Melbourne coach Alastair Clarkson.
A Sportsbet spokesperson said the company will take the feedback onboard and respond accordingly.
“We’re always developing content that entertains fans and supports engagement with sport,” the spokesperson said.
“We listen to our partners’ feedback and respond accordingly.
“We’re continuing to work with our partner organisations on the evolving use of AI in our content, taking account of partner feedback and community expectations.”
From January 1 2027 Sportsbet and other gambling companies will be prohibited from using celebrities and athletes in ads under new legislation.
“We are getting the balance right. Letting adults have a punt if they want to, but making sure that our children don’t see betting ads everywhere they look,” Prime Minister Anthony Albanese said in a speech announcing the changes.
“Because we don’t want kids growing up thinking that footy and gambling are inextricably linked. We want Australians to love sport for what it is. Its joy. Its heartbreak.”
Originally published as AFL warns Sportsbet over use of AI content of players as Lachie Neale image scraped from internet