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The AFL has told Sportsbet to stop featuring its players in AI-generated social media content without their permission, The Guardian reports. It also told the betting company to delete videos showing AFL stars delivering lines from films, TV and speeches.
Why it mattersThe dispute puts a practical question about AI-generated likenesses on the table: who gets to decide when a real person appears to say something they never said? The Guardian says Sportsbet had been working with the AFL on the evolving use of AI in its content.
Discuss: Should leagues be able to set the rules for AI-generated videos featuring their players, or should each player decide for themselves?
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