Paris 2024 Olympics to Embrace AI Amid Concerns Over Deepfakes

Olympic Broadcasting Services collaborates with tech giants to elevate viewer experience while navigating challenges posed by deepfake technology.

In a pioneering move spearheaded by the International Olympic Committee (IOC), the Paris 2024 Olympics are set to harness the power of artificial intelligence (AI) technology. This initiative, however, comes with a cautious approach due to concerns surrounding the threat of "deepfakes."

Olympic Broadcasting Services (OBS), responsible for coordinating the live television, radio, and digital broadcasts for both the Olympic and Paralympic Games, first ventured into the realm of AI during the PyeongChang Winter Games in 2018. Yiannis Exarchos, CEO of OBS, shared insights on the expanded role AI will play at the upcoming Paris Games during an event in London last Friday. He stated, "In Paris, we will elevate this endeavour to an entirely new echelon."

The implementation of AI is anticipated to focus primarily on enhancing the viewer experience and driving operational efficiencies. Exarchos disclosed OBS's strategic collaboration with Chinese retail giant Alibaba to utilize AI for 360-degree assisted replays. Furthermore, partnerships with Swiss watchmaker Omega, the official timekeeper of the Paris Games, aim to provide "enhanced data... whether that entails additional explanations generated by AI or tracking athletes."

In a bid to offer swift and customized content, OBS has teamed up with chip manufacturer Intel. Exarchos highlighted, "Given the vast array of Olympic content, our broadcasters will curate rapid highlights of various events, tailoring the viewing experience based on country, athlete, sport, or mood, accessible through both traditional television and social media platforms.”