WSC Sports executive boasts about using AI to generate World Cup video

At the Microsoft AI Tour 2026, WSC Sports vice president Itai Epstein bragged that his company is automating World Cup-themed video content for sports broadcasters globally. He highlighted a partnership with Israeli-state owned broadcaster Kan 11, where World Cup summaries and live updates are created using WSC Sports' platform.

When asked if the sports content is produced automatically without human input, Epstein confirmed it is. The company has also established WSC Studios over the last 2 years, utilizing generative models to produce NBA content for children, introducing 2 illustrated characters named Alley and Oop.

Epstein claimed that the AI automation has resulted in significant reductions in production staff, as actors' voices are cloned using text-to-speech models, and adult sports series require a lot fewer people to produce. However, recent studies suggest AI systems remain poor at indexing and labeling sports events.