AFL Orders Sportsbet to Stop Using AI-Generated Player Images

Published 2026-10-14

The Australian Football League (AFL) has officially requested that its gambling partner, Sportsbet, stop using artificial intelligence to create images of its players. The decision follows concerns regarding how technology is being used to feature high-profile athletes in social media advertisements without their direct involvement.

This move highlights the growing tension between sports organizations and the use of generative AI in marketing. The AFL stated that it wants to ensure that its players are not represented in ways that they have not approved. By taking this action, the league aims to protect the personal brands of its athletes and maintain control over how they appear in public campaigns.

Sportsbet, which is a major sponsor of the league, has been using AI tools to create content that features lifelike versions of popular football stars. While these advertisements are designed to engage fans, the AFL believes that using AI to simulate players raises significant ethical and legal questions about image rights and digital privacy.

As technology continues to advance, many sports leagues are now looking at how to regulate the use of AI. The AFL’s decision serves as a reminder that even with modern tools, the rights of individuals must be respected. It remains to be seen how this request will change the way gambling companies approach their future advertising strategies in Australia.

Sources: The Guardian

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